What is CIMM?

The Coalition for Innovative Media Measurement (CIMM) was founded in 2009 by leading television content providers, media agencies and advertisers to promote innovation in audience measurement for television and cross-platform media. In 2018, CIMM became an affiliate of the non-profit Advertising Research Foundation (ARF).

CIMM explores and identifies new methodologies and approaches to audience measurement through proof-of-concept pilot studies with independent measurement companies, initially focusing on two key questions:

  • What are the opportunities and challenges of using return path data from set-top boxes and smart TV’s to measure viewing of television?
  • What solutions can be developed to measure use of media across platforms?