• by Joe Mandese  @mp_joemandese, May 4, 2022

The Advertising Research Foundation’s Coalition for Innovative Media Measurement (CIMM) this morning announced a new “international knowledge exchange event” with Brussels-based global TV and radio advertising trade body EGTA.

EGTA, launched in 1974 as the European Group of Television Advertising, represents both public and private broadcast sales organizations.

CIMM said the exchange plans to host a twice-a-year event for the two organizations’ member to share insights and discussion new and emerging measurement innovations impacting both the U.S. and European TV and video marketplaces.

The inaugural session is scheduled for June 2 and will be held as a "virtual event." 

The agenda will include:

• U.S. ad agency perspectives on the transition to a “multi-currency” TV advertising marketplace.

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   A pitch from Paramount and VideoAmp on their “alternative currency” plans.

• A presentation by U.K. market currency CFlight.

• And one from new Dutch cross-media measurement service NMO, which resulted from a joint-industry committee (JIC) approach.