Coalition for Innovation of Media Measurement Identifies First Two Targets

Geoffrey Precourt

The complaint is all too familiar to market researchers: Too much information, they complain, is the downside of the digital society.

For the Coalition of Innovative Media Measurement (CIMM), the cry is somewhat more selective: Too many information channels and not enough consistency from one resource to another.
CIMM logo

"CIMM promotes innovation in audience measurement for television and cross-platform media," Jane Clarke, who signed on as the organization's managing director in December 2009, told the 2010 4A's Transformation conference. "We're a coalition of end-users of media measurement coming together to clarify our measurement needs for the media-research vendor community…. We need to speed up R&D for new approaches because we can't monetize new forms (and combinations of) media without accurate measurement."