CIMM to Consider Standard for Tracking Web Content

In the US, the Coalition for Innovative Media Measurement (CIMM) has launched an initiative to study the feasibility of developing an open standard, to track both entertainment content and ads across traditional as well as digital media platforms.

CIMM was launched last year by a group of 14 companies, to create new TV audience measurement systems.

The coalition's new initiative - called 'Project: TAXI' (which stands for 'track-able asset cross-platform identifier') - has been developed in partnership with the ANA, the IAB, and the 4A's.

Ernst & Young has been commissioned to meet with industry trade bodies and commercial organizations involved in asset identification, tracking and measurement. The firm will conduct 30 to 40 one-on-one interviews and small group workshops, to obtain feedback on the business, economic, technical and operational criteria that could drive the creation of a uniform method to track media assets across TV, broadband and mobile platforms.

Jane Clarke, CIMM's MD states, 'Given the staggering increase in the volume of content available, it is harder and harder for media companies to track where and how often their assets are consumed - whether on TVs, PCs or mobile devices. This project is intended to help companies understand how and where their content is being viewed, so that they can effectively ascribe value to distribution partners, advertisers and consumers.'

CIMM anticipates being in a position to evaluate results with its members in early 2011, and present its findings to the industry shortly afterwards.

Web site: www.cimm-us.org .