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)
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
Opportunities for AI in Media Measurement
How do we determine which projects get funded?
- CIMM identifies strategic priorities and focuses its efforts on these areas.
- These priorities are reviewed twice-yearly by CIMM’s BoD and form the basis of our Working Groups.
- New members can contribute to the development of CIMM’s research agenda through participation in working groups and committees
Research Highlights
You can access all of CIMM’s publicly-available research here
