The Coalition for Innovative Media Measurement (CIMM) was founded in 2009 by leading television content providers, media agencies and advertisers to promote innovation in audience measurement for television and cross-platform media. In 2018, CIMM became an affiliate of the non-profit Advertising Research Foundation (ARF).

CIMM explores and identifies new methodologies and approaches to audience measurement through proof-of-concept pilot studies with independent measurement companies, initially focusing on two key questions:

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• What solutions can be developed to measure use of media across platforms?

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