Research
CIMM invests membership dues in research projects that support the use and effectiveness of measurement, metrics and data across the media and advertising industries.
Projects use a range of methodologies and are delivered by best-in-class suppliers.
All projects are carefully structured to deliver clear outcomes and practical advice and implications.
Project findings are presented to members at special meetings, including access to underlying data assets, when appropriate.
Distribution models for projects vary – some are published to the wider industry, while others are circulated only to CIMM members.
Research Projects (a sample, full library for Members only)
The Paradox of Plenty: Advertisers’ Perspectives on the State of Measurement – Executive Summary
Funding the Fiesta: The Economics of National TV Currency in the US Market
The Measurement is the Message: Effective practices for B2B marketing measurement
Plugging the Gaps: A Diagnostic Analysis of Local TV and Video Measurement
The Challenges of Using IP Address for Audience Identification and Measurement
Brave New World: Best Practices for Planning, Buying and Measuring CTV and Streaming Ad Campaigns
The Case for an Industry Action Plan: Supporting an Open, Industry-standard Watermarking Solution
Executive Summary Slides – The Case for an Open, Industry-standard Watermarking solution – June 2025
Passing the Baton – Programmatic TV Advertising as a Relay Race
Local TV and Video Innovation Showcase
Identity Resolution for Advanced TV and Video Advertising
How do we determine which projects get funded?
- CIMM identifies industry-wide strategic priorities and scopes research initiatives on these areas through constant member outreach and input across all of the Working Groups.
- These priorities are reviewed twice-yearly by CIMM’s Steering Committee, who help guide our research agenda and approve major research initiatives.
- Members can contribute to the development of CIMM’s research agenda through participation in our Working Groups.
Research Highlights
You can access all of CIMM’s publicly-available research here
