Univision Joins CIMM

March 13, 2012

The Coalition for Innovative Media Measurement, the industry initiative now trying to lead the way in developing a standard for cross-platform measurement, said Univision has joined as its 22^nd member.

CIMM made an appeal for new members last month at an event it co-hosted. It is looking to move ahead with a pilot program to develop a sort of UPC code to track video content as it plays on TV and other platforms, allowing advertisers to ensure spots were running as planned.

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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

Univision Joins CIMM

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