CIMM Outlines 2015 Cross-Platform Measurement Efforts

Plans Better Measurement for Kids and Teens
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With many TV players pushing hard for better cross-platform measurement, the Coalition for Innovative Media Measurement (CIMM) has announced a number of priorities for their 2015 efforts, which include further work on Project Blueprint, standards, data enhancement and improved measurement for the kids and teens demos.

The industry group, which was created five years ago with the backing of major programmers, agencies and advertisers to speed up innovation in cross-platform measurement, also noted that it had promoted its longstanding leader Jane Clarke to CEO and managing director of the organization.

“Over the past five years, CIMM has laid the groundwork for cross-platform measurement by identifying the necessary elements for and challenges to implementation, engaging key stakeholders and conducting Pilot Tests to build solutions,” explained Kate Sirkin, executive VP and global research director at the Starcom MediaVest Group and member of CIMM’s executive committee in a statement.