CIMM Adds 26 New Companies, Increases Membership by More Than 50%

Companies from across the ecosystem join the expanding Coalition to support improvements and innovations in measurement, new metrics and data enablement of the media and advertising industry

New York, NY January 24, 2023 – The Coalition for Innovative Media Measurement (CIMM), the US-based collaboration of companies focused on promoting innovation and best practices in media measurement, metrics and data, today announced an increase in its membership base, with 26 companies joining the Coalition as members in the last year, including:

The addition of these new companies reflects growth of more than 50% in membership under Jon Watts, who took on the role of CIMM’s Managing Director in 2022.

CIMM is a non-partisan, pan-industry not-for-profit Coalition of companies from across the media and advertising ecosystem, working together to support improvements, best practices and innovations in measurement, new metrics and the use of data across the ecosystem. CIMM works to support the entire industry, working closely and collaboratively with other leading trade bodies and industry organizations, while remaining committed to the Advertising Research Foundation’s principles of objectivity, evidence-based research, and scientific rigor.

“The media and advertising industries are changing rapidly, presenting both challenges and opportunities for participants across the market,” said Watts. “We believe that inclusive collaboration and cooperation are critical, to support the development of improvements and innovations that support the entire industry. CIMM is evolving and is working hard to support the industry in new ways – and we’re pleased to welcome so many companies to our Coalition to help us as we set out to expand our program, grow our team, develop major new initiatives, and support progress across the industry.”

“As founding members of CIMM, we know it’s important for the organization’s membership to grow and reflect a variety of fresh perspectives,” said Andrea Zapata, EVP, Head of Ad Sales Research, Measurement and Insights, Warner Bros. Discovery and CIMM Steering Committee member. “While CIMM’s mission remains ironclad, the spirit of collaboration is rejuvenated with dynamic expertise. We will work with our new partners to explore and identify innovative ways to solve the challenges we face across the fragmented media landscape, for the benefit of advertisers, audiences and publishers alike.”

“We’re delighted to see CIMM’s membership base continuing to grow, as the work of the Coalition expands to support the wider TV and video ecosystem,” said Bharad Ramesh, Executive Director, Research & Investment Analytics at GroupM and CIMM Steering Committee member. “New members create new opportunities for dialogue, collaboration and coordination, and support CIMM’s mission to cultivate innovations, improvements and best practices in measurement, new metrics and the use of data across the buy- and sell-sides of the industry.”

“This expanded roster of members will be invaluable in advancing our collective mission to drive progress and clarity in measurement for the greater good of the entire industry,” said Colleen Fahey Rush, Executive Vice President and Chief Research Officer, Paramount and CIMM Steering Committee member. “We are proud to be a part of the incredible growth of the Coalition as they continue to foster opportunities for partnership and collaboration.”

In addition to membership growth, CIMM launched multiple programming and research-driven initiatives such as the International Knowledge Exchange on Audience Measurement, Metrics and Data with egta, EACA and WFA, and a joint study with the 4A’s and ANA that explored perspectives and experiences to develop practical recommendations in support of a successful transition toward a multi-currency TV market, among others.

For more information about CIMM or to view a full list of members, visit: www.cimm-us.org

About CIMM
The Coalition for Innovative Media Measurement (CIMM) is comprised of leading TV and video content providers, media buying agencies, large advertisers, pay TV distributors, research and media technology vendors and consultants that aim to promote improvements, best practices and innovations measurement, metrics and data across the media and advertising ecosystem. CIMM is a division of the ARF (Advertising Research Foundation), which aims to further, through research, the scientific practice of advertising and marketing. CIMM is currently working across a diverse range of projects, including initiatives focused on measurement, Smart TV data, data privacy, streaming, clean rooms, and other areas.