Advanced Television

CIMM reveals priorities and projects for H1

February 4, 2025

The Coalition for Innovative Media Measurement (CIMM), the US-based collaboration of companies focused on promoting improvements, best practices and innovations in measurement and currency development, metrics and data, has revealed its strategic priorities for H1 2025. 

“2024 was a significant year of growth and development for the Coalition,” said Jon Watts, Managing Director of CIMM. “We welcomed nearly 30 new members, expanded our internal team, launched the first CIMM Summit London, and joined forces with The Attention Council – solidifying our European presence and strengthening our commitment to driving innovation for the media and advertising industries. In the year ahead, the industry will continue to navigate new complexities and challenges across the measurement and currency landscape. The priorities we’ve outlined today seek to support buyers and sellers through this period of change and transformation, foster collaborative discussion, and generate meaningful, positive change to address key challenges. We remain non-partisan, pan-industry and committed to supporting positive change through meaningful collaboration.”

Following a programme of consultation with its members, CIMM plans for the year include:

·  A major new initiative exploring the transformation of Market Mix Modelling in the age of AI and big data and the implications for TV, video and premium content.

·  An assessment of future demand for personification, co-viewing, and people identification in TV and video measurement and the scope for methodological innovation.

·  New studies exploring the economics of national TV measurement, advertiser demand for and perspectives on measurement solutions, the opportunities for improving local TV and video measurement.

·  Further work focused on supporting the identity resolution ecosystem for advanced TV and video advertising and the use of asset identifiers and watermarks to support improved measurement and reporting.

·  A portfolio of attention-related work, following last year’s deal with The Attention Council, including a new attention playbook for marketers.

·  Deep dives into the future of children’s media measurement, sports measurement, and fraud in the CTV and streaming ecosystem.

In support of these initiatives – and to identify future industry priorities – the Coalition has established seven industry Working Groups chaired by leading industry experts: Ad measurement and multiple currencies (Howard Shimmel); content measurement and analytics (Lisa Heimann); smarter TV data (Caroline Horner); programmatic measurement, metrics and data (Emily Palmer); local TV and video measurement (Patti Cohen), attention (Andy Brown), and identity and data collaboration (Sable Mi).

CIMM also has a variety of soon to be announced projects, including: a showcase of innovations in the local television and video ecosystem; a review of best practices in planning and buying CTV and streaming ad campaigns; and an assessment of the accuracy of IP address to household matches.

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