Takeaways from CIMM’s 2018 Cross-Platform Media Measurement Summit

The Coalition for Innovative Media Measurement (CIMM) is on a mission—specifically, to facilitate an industry-standard form of cross-platform measurement. Stakeholders gathered at the Cross-Platform Media Measurement Summit this past February to discuss the pivotal issues in this area and present next steps toward achieving generally accepted standards. While some progress has been made, “There is still more work to do,” according to the organization’s managing director and CEO, Jane Clarke.

CIMM Mission and Manifesto
Keeping ahead of media technologies, maintaining the dialogue between frenemy companies for universal coding, and managing industry change are all part of CIMM’s ongoing attempt to improve cross-platform standards and bring more granular measurement to TV.
Currently, CIMM proposes that the TV advertising industry:

1. Continue to foster competition among research and technology companies
2. Support audience currency standards accredited by the MRC (Media Rating Council) for programming and advertising
3. Measure as passively as possible...

Read the full article on the Videa blog.