CIMM’s initiatives are all related to the two goals of improving television measurement through the use of return path data and finding solutions for cross-platform video measurement. CIMM began both initiatives with Requests for Information (RFIs), and continues to seek out solutions and vendors globally.  From these explorations, the next steps have either been Requests for Proposals (RFPs), the funding of proof-of-concept Pilot Tests, and/or white-papers and lexicons. The two latter approaches have served to educate members and the industry on the issues and challenges, as well as to identify specific areas for innovation, since this is an iterative process to move forward different parts of the solutions.

Recent Initiatives include:

Study to Develop Action Plan for Local TV Measurement (In-Progress 2023)

CIMM, 4A’s and the TVB have commissioned Sequent Partners to conduct a study to develop an action plan supporting the evolution of local TV measurement in the US market. Sequent Partners is currently executing a diagnostic exercise, focused on: assessing the current state of the market, evaluating requirements across the ecosystem, and identifying potential solutions.

Industry Perspectives on the Transition to a Multi-Currency TV Market

In 2022, CIMM, 4A’s and ANA commissioned Deloitte for a study on the transition to a multi-currency TV advertising market. Based on research with a cross-section of industry participants, the study examined the benefits and challenges for different categories of industry participants and aims to help establish priorities for industry collaboration and cooperation. The study was released in January 2023.

Lexicon 4.0

In 2010, CIMM produced a Lexicon of more than 2500 definitions to explain Advanced TV Advertising and Return Path Data to the media industry. The Lexicon was designed to help members and others understand the complexity of technological change, and to support the development of innovation in TV measurement and advanced advertising applications. It has since been updated in 2012, 2016 and most recently in 2021 to emulate the expansion of the industry. (See CIMM Lexicon 4.0)