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 22nd 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.
