The Coalition for Innovative Media Measurement has launched a white paper initiative that aims to aggregate and share information about cross-platform measurement--specifically, best practices for enabling the identification of devices that carry content.
Jane Clarke, CEO and managing director of CIMM, announced the plan during the organization's annual summit on cross-platform measurement and data on April 13.
"It’s so we can know enough about the sausage making," Clarke told B&C. The goal will be to reconcile the different approaches and data sets across traditional TV and digital.
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"People have been TV trained and others have been digitally trained," Clarke said. "People just don’t know the right questions to ask."
CIMM's one-day measurement event featured speakers from Nielsen, comScore, Viacom, Turner, ESPN and several other companies with a stake in media content metrics.
