• by Joe Mandese , February 4, 2025

The Advertising Research Foundation’s Coalition for Innovative Media Measurement (CIMM) unit this morning unveiled an ambitious agenda for the first half of 2025 including “a major new initiative exploring the transformation of market mix modeling in the age of AI and Big Data and the implications for TV, video and premium content.”

The move comes as big digital platforms, especially Google, are giving marketers and agencies of all sizes free access to their own, state-of-the-art, AI-powered mix modeling tools. Marketing mix models, first developed in the 1990s, utilize regression models to inform advertisers and agencies on which parts of their marketing -- including media -- have the biggest impact on sales.

The first half agenda also includes a “new attention playbook for marketers” developed in conjunction with attention research supplier group The Attention Council, as well as:

•  An assessment of future demand for personification, co-viewing, and people identification in TV and video measurement and the scope for methodological innovation.

• New studies exploring the economics of national TV measurement, advertiser demand for and perspectives on measurement solutions, the opportunities for improving local TV and video measurement.

•  Further work focused on supporting the identity resolution ecosystem for advanced TV and video advertising and the use of asset identifiers and watermarks to support improved measurement and reporting.

• Deep dives into the future of children’s media measurement, sports measurement, and fraud in the CTV and streaming ecosystem.