CIMM integrates The Attention Council
September 24, 2024
The Coalition for Innovative Media Measurement (CIMM) has announced that it will incorporate The Attention Council (TAC), a community of researchers, agencies, publishers, and holding companies focused on improving outcomes, as a new industry working group within CIMM.
The new Attention Working Group, chaired by measurement industry veteran Andy Brown, will facilitate a programme of work underpinned by CIMM’s commitment to evidence-based research and impartiality. The Group’s initial priority will be to develop and publish a study exploring the current state of attention measurement and the use of new metrics across the ecosystem.
“There has been exceptional growth in the use and development of attention by the industry – from the proliferation of innovative new approaches to the steady increase in buy-side adoption,” said Jon Watts, Managing Director, CIMM. “We are pleased to welcome TAC into CIMM to support this work, cementing metrics like attention, emotion and quality as critical components of our programme. As we continue to work closely with other organisations, and expand internationally, this collaboration marks the next step in our unified effort to support improvements, best practices and innovations across the industry.”
Brown, who will also join CIMM’s Steering Committee, added: “I am excited by the new integration. I have admired the ARF and CIMM’s approach to client engagement and willingness to pursue research initiatives to meet the ever changing developments in the media and advertising landscape.”
TAC was founded by Adelaide, Amplified Intelligence, Avocet, Lumen and TVision in 2019 to drive the broader use of attention metrics across the advertising and marketing industries. Prior to the acquisition, TAC was chaired by Yan Liu, CEO of TVision, and Marc Guldimann, CEO of Adelaide. The TAC Board counted long time champion of attention metrics, Paolo Provinciali from Linkedin, who said: “The integration of TAC into the esteemed CIMM marks a pivotal step forward in advancing the scientific exploration and development of attention metrics within the media and advertising landscape. Optimizing for human attention is critical in today’s advertising environment, where superficial metrics can no longer suffice. This partnership will ensure that attention metrics are studied with the highest level of scientific rigor and objectivity. As a board member of The Attention Council, I am proud to support this collaboration which will elevate the industry’s understanding and application of attention metrics, driving a positive outcome for advertisers, publishers, and users alike.”