A Progress Report on Cross-Platform Measurement Coalition promises a ‘UPC code for media’

“It has never been more crucial for the industry to advance cross-platform measurement and television attribution, but this within itself cannot be achieved in silos. Instead, it requires a collective industry-wide commitment and CIMM is the conduit for which the industry can articulate their needs and steps required to decide a best path forward through collaborative, data-driven research.”

“…Research is everybody’s business now. There are so many eyeballs that aren’t being captured by existing measurement tools. We need to bring more people together and engage in identifying and testing solutions. That’s where CIMM comes in.”

“At a time where cross-platform video measurement is continuing to advance and a variety of methodologies and technologies for doing so are competing in the marketplace, the need for CIMM as an industry body representing the needs of all segments is greater than ever to help ensure development of solutions that work for the ad ecosystem as a whole.”

“To bring the best in class cross-platform advertising technology to our clients, we need to ensure that the industry is developing it in a manner that best suits our needs. Our involvement with CIMM helps accomplish that.”