Measurement Coalition Adds 12 New Members (Broadcasting & Cable)

May 5, 2020

By Jon Lafayette

The Coalition for Innovative Media Measurement said it has added 12 new members.

Joining CIMM are Ampersand, Charter, Data ImpacX, Dativa, IRI, Janus Strategy & Insights, LiveRamp, New York Interconnect, Sequent Partners, Tru Optik, TVSquared and VideoAmp.

“Now more than ever, it is important to bring new granular TV data and cross-media products to market as they will provide more visibility into TV/video viewing behavior in today’s rapidly-changing environment,” said Jane Clarke, CEO and managing director of CIMM. “I am thrilled to welcome eleven, forward-thinking companies in media measurement as CIMM’s newest members to help us adapt to the accelerating change in how quickly we need cross-platform measurement tools as a result of the dramatic shifts we are seeing in viewing behavior.”

Current CIMM initiatives include a best-practices study to bring more transparency to the data inputs for TV Attribution and an initiative to standardize metadata describing ads and ad formats to provide greater efficiency and accuracy to the analysis of ROI for cross-platform ad campaigns.

View the original article on Broadcasting & Cable.

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“…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

“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

“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

Measurement Coalition Adds 12 New Members (Broadcasting & Cable)

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