The Coalition for Innovative Media Measurement (CIMM) has released a study – conducted by industry measurement executives ...

In September 2021, the media industry received a wake-up call when the MRC suspended Nielsen’s accreditation for its national and local TV ratings services. This suspension came after it was revealed ...

Boasting a global audience close to two billion, CTV has surged in popularity in recent years, fundamentally altering content consumption across various markets. In the UK, for example, 32% of CTV ...

NEW YORK—As the TV industry grapples with the measurement problems that have been produced by rapid changes in the way people watch programming, the Coalition for Innovative Media Measurement (CIMM) ...

As an enthusiastic proponent of the test, learn and reiterate approach, I find it a wonder digital advertising has taken so long to recognize what’s truly behind persistent measurement challenges and ...

Television consumption behaviours in the US have changed dramatically during the last decade, making measurement increasingly challenging as the landscape becomes more fragmented and complex. With the ...

As privacy changes lead to signal loss, digital advertising is diverging from user-level data and specific measurement methods like multi-touch attribution (MTA) and media mix modeling (MMM) in favor ...