CIMM Still Facing Challenges From MSOs; Upstart measurement outfit’s Clarke updates progress

April 19, 2010

The Coalition for Innovative Media Measurement (CIMM) is pushing ahead with set-top-box and cross-platform measurement initiatives, but is still having little luck getting cable operators to jump on board. But Jane Clarke, who took over as managing director in September, says that despite a lack of public announcements of late, there is plenty of progress. She updated B&C Business Editor Claire Atkinson on the latest. An edited version of that conversation follows.

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“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

“…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

“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

CIMM Still Facing Challenges From MSOs; Upstart measurement outfit’s Clarke updates progress

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