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“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.”

Bharad Ramesh Executive Director, Research & Investment AnalyticsGroupM

“…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.”

Colleen Fahey RushEVP, Chief Research Officer, Paramount

“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.”

Kate SirkinEVP, Global Data Partnerships, Publicis Epsilon

See also: Trick Play

CIMM DEFINITION: The act of changing channels rapidly to avoid viewing commercials.

NOTE – TIVO measures channel changing during commercial spots.

Zapping

See also: Big Data, Unstructured data, Structured Data

CIMM DEFINITION: Each zettabyte equals 1 billion terabytes

Zettabytes

CIMM DEFINITION: A system of numerical codes that reflect block level or postage delivery areas. In media, zipcodes are used as a dataset to help ascertain household demographics and lifestyle assessments.

Zip Code

See also: Trick Play, Fast Forward

CIMM DEFINITION: The act of fast forwarding through a commercial.

2: Percentage of total and/or target households that fast forwarded during the commercial. (Source: TRA)

Zipping

CIMM DEFINITION: The number of impressions (over)counted when the STB is on but the TV set is off. (Source: Canoe)

Zombie impressions

CIMM DEFINITION: For STB On / TV Off; another name for the STBs that are counted as on when no one is actually watching, i.e., the box is on but the TV set is off. (Source: Canoe)

Zombie STBs

CIMM DEFINITION: A sub level of sample or census size for Set-Top Box data measurement or reporting purposes. Granularity from Zone to Node.

2: Multiple zip codes. (Source: FourthWall Media)

Zones

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