Research
CIMM commissions numerous papers, studies and strategic initiatives to explore new opportunities and innovations, solve pressing challenges, and deliver improvements across the media, advertising and measurement industries.
- CIMM projects employ a range of methodologies and are delivered by leading industry experts and consultants, working to scopes developed collaboratively with CIMM members.
- Each project is designed to deliver clear, practical guidance and to explore the strategic implications for the industry. Findings are shared with members through Monthly Member meetings, live events, and Working Groups, with access to underlying data assets provided where appropriate.
- Some projects are published more broadly, while others are available exclusively to CIMM members.
Research Projects
Explore a selection of CIMM research. Full access is included with membership.
- Public Research
- Data Collaboration, Innovations, Measurement & Currency
The Case for an Industry Action Plan: Supporting an Open, Industry-standard Watermarking Solution
- Public Research
- Data Collaboration, Executive Summaries, Innovations, Measurement & Currency
Executive Summary Slides – The Case for an Open, Industry-standard Watermarking solution – June 2025
- Public Research
- Data Collaboration, Innovations
Passing the Baton – Programmatic TV Advertising as a Relay Race
- Public Research
- Innovations, Measurement & Currency
Local TV and Video Innovation Showcase
- Public Research
- Best Practices, Data Collaboration
Identity Resolution for Advanced TV and Video Advertising
- Public Research
- Innovations, Measurement & Currency
Opportunities for AI in Media Measurement
- Public Research
- Executive Summaries, Improvements, Measurement & Currency
Strategic Review of Content Measurement (Executive Summary)
- Public Research
- Improvements, Measurement & Currency
Solving Today’s Evolving TV Measurement Puzzle
- Public Research
- Improvements, Measurement & Currency
Post Analysis Guidelines for Local TV
- Public Research
- Innovations, Measurement & Currency
Who’s Counting? The Future Role and Value of Panels in US TV Measurement
- Public Research
- Executive Summaries
Go Addressable: Planning & Buying Guide for Addressable TV Advertising 2024
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
