Pete Doe of Xandr Joins Board of Directors at CIMM, the Coalition For Innovative Media Measurement

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Xandr executive to bring expertise in market research, audience measurement and statistical modeling to industry consortium for cross-platform media measurement

The Coalition for Innovative Media Measurement (CIMM) today announced the appointment of Pete Doe, Chief Research Officer at Xandr to its Board of Directors. Doe was selected and appointed following votes by the Advertising Research Foundation and by CIMM’s Board, in August.

With more than 30 years of experience in market research, audience measurement, and statistical modeling techniques, Doe will support CIMM in its efforts to cultivate innovation and best practice in measurement, metrics and data across the media and advertising ecosystem, providing strategic advice and expert input.

At Xandr, Doe oversees data and algorithmic integrity. Previously, he was Chief Research Officer at clypd for four years before its acquisition by Xandr, and was a primary architect of Nielsen’s data integration products, where he contributed to patented innovations in set top box measurement, digital, and outdoor advertising research. Doe also founded and chairs the Advanced Targets Standards Group, a group of media owners and agencies created to define standards for advanced audience buying and selling.

“CIMM has been reviewing its strategy this year, as the media and advertising landscape evolves – and is developing an ambitious agenda with the support of our members and the wider industry,” said Jon Watts, Managing Director of CIMM. The TV market is changing rapidly, with major new ad-funded offerings, the ongoing growth of streaming, new sources of data, and new innovations in measurement and metrics. CIMM’s mission to support the industry is more important now than ever. Pete’s experience with the international market and data driven background with video measurement, having worked with the ARF and the MRC, makes him a valuable voice within the organization.”

In addition to CIMM, Doe also serves on the Advertising Research Foundation’s (ARF) Research Leadership Committee, the ARF Analytics Council and is a MRC director. Before moving to the United States, he was a board director at RSMB TV Research in the UK, where he worked primarily on the BARB TV audience measurement currency and data fusion projects. Doe is a graduate of King’s College, London University.

“CIMM has long been an innovating force in the TV measurement ecosystem,” said Doe. “From new metrics for attribution to alternative identity solutions, the coalition has brought data insight into some of the biggest challenges facing the industry. I look forward to using my experience to help CIMM continue to make strides towards achieving its ultimate goal of shaping the future of television measurement.”

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

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