CIMM and egta Launch International Knowledge Exchange on Audience Measurement

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NEW YORK, NY (May 4, 2022) – The Coalition for Innovative Media Measurement (CIMM), the US-based collaboration of companies focused on promoting innovation in media measurement, metrics and data, and egta, the global trade body for TV and radio sales houses, have today announced the launch of a new International Knowledge Exchange event for their members.

The Exchange, starting as a twice-yearly event, will create opportunities for members of CIMM and egta to share insights and to discuss the latest measurement innovations, initiatives and solutions in the US and European TV and premium video markets. Curated by the teams at CIMM and egta, the Exchange will help to stimulate collaboration and better understanding in an increasingly international, interconnected marketplace.

The inaugural Exchange, taking place on June 2nd and open to all members of CIMM and egta, will include sessions exploring:

  • Agency perspectives on the US transition to a multi-currency TV market, featuring: Bharad Ramesh, Executive Director, Research & Investment Analytics, at GroupM; Cara Lewis, Chief Investment Officer, dentsu international; and David Campanelli, EVP, Chief Investment Officer at Horizon Media.
  • How Paramount and VideoAmp are partnering to provide advertisers with an alternative currency to plan, transact and measure national media campaigns, featuring: featuring: Travis Scoles, SVP Advanced Advertising, at Paramount; and Jonathan Steuer, EVP of TV Strategy and Currency at VideoAmp.
  • CFlight in the UK: What it measures, how it sits among other market currencies, and how the main commercial broadcasters have collaborated around its adoption, featuring: Andrew McIntosh, Media Consultant and Project Manager for the pan-broadcaster CFlight collaboration in the UK.
  • NMO – The new Dutch cross-media measurement: How this measurement project came about as a collaboration between existing media JICs, how it is rolling out, and what it will measure and how, with Johan Smit, Director at PMA and Sjoerd Pennekamp, Director at SKO.

“CIMM’s members are becoming more and more interested in developments in international markets, where we’re seeing a wide range of exciting measurement innovations, collaborations and offerings. We’re also excited to give our members and other leading industry participants an opportunity to present their work and share insights with international colleagues,” said Jon Watts, Managing Director of CIMM. “Measurement remains in large part a local business, but measurement providers, media owners, agencies and advertisers are increasingly looking for approaches that can scale across multiple geographies. We hope the Exchange can become a catalyst for collaboration and international cooperation. We’ve been long-term friends of egta and are delighted to be partnering with their team to launch the new Exchange.”

Katty Roberfroid, Director General of egta, added: “Audience measurement is constantly evolving as it adapts to an increasingly cross-platform ecosystem and fragmented viewing patterns across media channels. Keeping on top of industry developments is enormously important to our members, and it is a key priority to follow all new measurement initiatives so that we can update our members on important developments. Partnering with CIMM around this knowledge exchange is great way to share important insights and solutions coming from both European markets and the US, and directly from the experts.”

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 innovation and foster efficiencies in audience measurement for television and cross-platform video. In 2018, CIMM was acquired by the ARF (Advertising Research Foundation), with the goal of expanding the categories of members as well as its initiatives. CIMM initiatives to date have included exploration and identification of new methodologies in cross-platform audience measurement, with verification of these approaches through pilot tests and studies conducted with independent measurement companies. CIMM’s focus has been on two key areas: the current and future potential of television measurement through the use of return-path data, and new methods for cross-platform media measurement. For more information, visit


About egta

egta is the global trade body for marketers of advertising solutions across multiple screens and audio platforms. The association aims to help its members transform, grow and diversify their business, i.e., the monetisation of TV and radio content across their linear and online portfolios. egta’s members are sales houses that monetise the content and commercialise the advertising space of both private and public TV and radio channels throughout Europe and beyond. egta’s network currently counts 160+ companies in 40+ markets. To learn more, visit

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