Coalition for Innovative
Media Measurement
Shaping the Future of TV & Video Measurement
Our Mission
CIMM brings together the industry’s leading buyers, sellers, and measurement providers to define standards, accelerate innovation, and improve outcomes across converged video.
What We Do
- Industry-backed research shaping currency and measurement standards
- Executive forums with top decision-makers across TV, streaming, and advertising
- Working Groups tackling identity, outcomes, and cross-platform measurement
Research
- Public Research
- Improvements, Measurement & Currency
AI and the Transformation of Advanced TV and Video Advertising and Media Measurement: From Workflow Automation to Agentic Market Infrastructure
- Public Research
- Improvements, Measurement & Currency
Measuring What Advertising Changes: Attribution, Incrementality and the Future of Outcomes Measurement
- Public Research
- Data Collaboration, Improvements, Innovations
Models as Masters? Marketing Mix Modeling and AI-Driven Media Decision Making
- Public Research
- Best Practices, Measurement & Currency
Keeping the Score: Industry Perspectives on Innovations in Sports Media Measurement
- Public Research
- Data Collaboration, Measurement & Currency
When Metrics Fall Short: The Case for Children’s Media Measurement
- Public Research
- Data Collaboration, Measurement & Currency
Quality Matters: Navigating Quality in Media Buying and Measurement
- Public Research
- Best Practices, Data Collaboration
Local TV & Video Guidelines and Buyer’s Guide
- Public Research
- Best Practices
Identity Infrastructure 2.0: Innovation, Transparency, and Privacy-First Architecture in the US TV & CTV Ecosystem
Events
Spotlight Event
TV NOW
October 28, 2026
Formerly CIMM West/ARF OTT, TV NOW will focus on delivering fresh, research-driven insights on how viewers are shifting their TV and video habits across platforms—and how to measure those changes.
