Incorporation of TAC into CIMM will support the scientific exploration and development of attention and related metrics across the media and advertising ecosystem
New York, NY September 24, 2024 – The Coalition for Innovative Media Measurement (CIMM) today announced that it will incorporate The Attention Council (TAC), a community of researchers, agencies, publishers, and holding companies focused on improving outcomes, as a new, high-profile industry working group within CIMM.
The new Attention Working Group, chaired by measurement industry veteran Andy Brown, will facilitate a program of work underpinned by CIMM’s commitment to scientific rigor, evidence-based research and impartiality. The Group’s initial priority will be to develop and publish a new study exploring the current state of attention measurement and the use of new metrics across the ecosystem.
“There has been exceptional growth in the use and development of attention by the industry – from the proliferation of innovative new approaches to the steady increase in buy-side adoption,” said Jon Watts, Managing Director, CIMM. “We are pleased to welcome TAC into CIMM to support this work, cementing metrics like attention, emotion and quality as critical components of our program. As we continue to work closely with other organizations, and expand internationally, this collaboration marks the next step in our unified effort to support improvements, best practices and innovations across the industry.”
TAC has historically operated within five key areas of focus to promote the use of attention metrics to create incentives that align all stakeholders in the media and advertising ecosystem. These areas, which will remain a core focus of the Attention Working Group under CIMM, include:
- Quality: Promotion of attention metrics as measures of media quality.
- Ethics: Examination and discussion of the ethical considerations of attention measurement.
- Research: Presentation of leading research on attention metrics and their impact on brand outcomes.
- Education: Instruction on, and lobbying for, the use of attention metrics within the industry.
- Currency: Exploration of an attention-based currency for the purpose of media buying and selling.
Brown, who will also join CIMM’s Steering Committee, said of the collaboration: “I am excited by the new integration. I have admired the ARF and CIMM’s approach to client engagement and willingness to pursue research initiatives to meet the ever changing developments in the media and advertising landscape.”
TAC was founded by Adelaide, Amplified Intelligence, Avocet, Lumen and TVision in 2019 to drive the broader use of attention metrics across the advertising and marketing industries. Prior to the acquisition, TAC was chaired by Yan Liu, CEO of TVision, and Marc Guldimann, CEO of Adelaide.
The TAC Board counted long time champion of attention metrics, Paolo Provinciali from Linkedin, who had this to say:
“The integration of TAC into the esteemed CIMM marks a pivotal step forward in advancing the scientific exploration and development of attention metrics within the media and advertising landscape. Optimizing for human attention is critical in today’s advertising environment, where superficial metrics can no longer suffice. This partnership will ensure that attention metrics are studied with the highest level of scientific rigor and objectivity. As a board member of The Attention Council, I am proud to support this collaboration which will elevate the industry’s understanding and application of attention metrics, driving a positive outcome for advertisers, publishers, and users alike.”
More details about the Attention Working Group will be shared at CIMM’s flagship 2-day Summit in NYC on October 8-9.
About CIMM
The Coalition for Innovative Media Measurement (CIMM) is a non-partisan, pan-industry coalition focused on cultivating improvements, best practices and innovations in measurement and currency, new metrics and approaches to understanding the value of media, and data collaboration and enablement. CIMM’s members include leading networks, studios, streamers and programmers, MVPDs, TV OEMs and OS providers, major digital businesses, agencies, measurement and data providers, trade bodies and consultants. CIMM is a subsidiary of the Advertising Research Foundation and adheres to the ARF’s principles of scientific rigor, objectivity and evidence-based research.
