• by Wayne Friedman , February 7, 2020

Looking to find standard data formats for advertising campaigns, Coalition for Innovative Media Measurement -- along with Ad-ID, Advertising Research Foundation, IRI, and Kantar -- will launch a joint initiative.

The effort was announced at CIMM’s 9th Annual Cross-Platform Video Measurement and Data Summit in NYC.

The companies/organizations will focus cross-platform measurement for companies that "are experiencing challenges tracking advertisements across platforms” for metadata by marketers to perform ROI analysis.

This comes amidst marketers' efforts to synthesize metadata for campaigns across ad exchanges, servers, DMPs, DSPs and agencies.

Jane Clarke, chief executive officer/managing director at CIMM, said in a press release that a number of advertising tech companies “have made  interpretation of data files very messy indeed.”

CIMM says it welcomes participation by other measurement companies and associations.

Some of this work is already underway in establishing the Trackable Asset Cross-Platform Identification (TAXI Complete) initiative, and the two standards for the “open binding of identifiers” begun in 2018.