Coalition for Innovative Media Measurement

The Coalition for Innovative Media Measurement (CIMM) is a trade group founded in 2009 by television content providers, media agencies and advertisers to explore ways to measure audiences across media in the United States.
Initiatives
CIMM’s initiatives are related to the goals of improving television measurement through return path data and cross-platform video measurement. CIMM provides its findings to members for an exclusive time, and then makes the findings available publicly.
Asset identification
On April 18, 2013, CIMM, Ad-ID, and EIDR, announced results of a two-year initiative for a universal identifier for professional video content and advertising. Nearly 30 media companies, advertisers and media research vendors participated in the initiative.
Groundwork for the trackable asset cross-platform identification (TAXI) initiative began in 2011 when CIMM hired Ernst & Young for studies and tests simulating how open-standard...