CIMM Adds Two to Board, Sets Out Aims for the Year

In the US, cross-industry group the Coalition for Innovative Media Measurement (CIMM) has added Disney's Dana McGraw, and Ben Hovaness of OMD to its Board of Directors.

Formed in 2009, the CIMM is a is a non-partisan coalition focused on cultivating improvements, best practices and innovations in measurement and currency, the development of new metrics, and data collaboration and enablement. The organisation became part of the Advertising Research Foundation (ARF) in 2018.

The new arrivals join Kate Sirkin of Epsilon and Larry Allen from Comcast Advertising on the Board, which provides strategic direction to drive innovation and industry collaboration.

The organisation has this week set out its strategic priorities for the year, highlighting three key areas: unlocking the full potential of CTV, streaming and programmatic, with an emphasis on the structural, technical and governance changes required to support the changing marketplace; the revolution in advertising effectiveness, attribution and outcomes measurement - in particular how attribution, outcomes-based measurement, and Marketing Mix Modeling (MMM) are reshaping planning, optimization and valuation of TV and video; and AI-driven transformation of advertising measurement, planning, buying and optimization, including the role of AI-driven measurement, synthetic data, identity resolution, forecasting, optimization, and decision automation.

CIMM will also be publishing a range of new studies undertaken in 2025, including papers addressing the state of kids' media measurement and the case for industry action; innovations in sports measurement and sponsorship evaluation' addressing fraud in the US CTV and streaming ad market; and a buyer's guide to identity resolution solutions.

During 2026 the Coalition welcomed twenty new members: Adelaide, Affinity Solutions, Amazon Ads, Amazon Web Services, Antenna, Centro TV, Deloitte, HyphaMetrics, Kargo, Keynes Digital, LoopMe, Mutinex, Relo Metrics, RTL Ad Alliance, Strategus, Tenetic, TiVo, Trajectory, Versant and Vevo. Two of the organisation's Working Groups also have new Chairs - Josh Chasin (KnotSimpler) for Ad Measurement & Effectiveness and Melva Goffney Benoit (The Marian Dupree Group) for Content Measurement & Analytics.

MD Jon Watts (pictured) states: 'CIMM's members are navigating a more complex and fast-moving marketplace, with dramatic changes underway. In 2026, CIMM is focused on delivering real, actionable change, with a focus on critical innovations in three interrelated priority areas: effectiveness, attribution and outcomes; CTV, streaming and programmatic; and the transformational application of AI to media planning, buying and optimization. Our goal is to support the development of practical, scalable approaches that build confidence, transparency and trust.'

Web site: www.cimm-us.org .