CIMM makes new Board appointments
February 12, 2026
The Coalition for Innovative Media Measurement (CIMM) has announced its strategic priorities for 2026, which it says reinforces its commitment to advancing improvements, best practices, innovations and collaboration across the media and advertising industries.
To support delivery of CIMM’s agenda, Dana McGraw (Disney) and Ben Hovaness (OMD) have joined Kate Sirkin (Epsilon) and Larry Allen (Comcast Advertising) on CIMM’s Board of Directors, providing strategic direction to drive innovation and industry collaboration.
“CIMM’s members are navigating a more complex and fast-moving marketplace, with dramatic changes underway,” commented Jon Watts, Managing Director, CIMM. “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 optimisation. Our goal is to support the development of practical, scalable approaches that build confidence, transparency and trust.”
Hovaness added: “AI will speed up planning and optimisation, but only if the inputs are credible. CIMM’s work to strengthen measurement and governance will help ensure automation increases client value, not just activity. Better measurement is the foundation for better performance.”
2026 Strategic Priorities
Following consultation with its Steering Committee and members, CIMM’s 2026 programme will focus on three critical areas:
1. Unlocking the full potential of CTV, streaming and programmatic. CIMM will focus on the structural, technical and governance changes required to support an increasingly impressions-led TV and video marketplace, including the convergence of linear and streaming measurement, the operationalisation of impressions across CTV and addressable environments, and the implications for trading, currency comparability, and cross-platform planning. The Coalition will also explore the evolving role of programmatic infrastructure in enabling scalable, transparent, and trusted TV and video transactions.
2. The revolution in advertising effectiveness, attribution and outcomes measurement. As the industry shifts from audience delivery to business outcomes, CIMM will examine how attribution, outcomes-based measurement, and Marketing Mix Modeling (MMM) are reshaping planning, optimisation and valuation of TV and video. Work will focus on improving methodological rigor, comparability, and transparency; understanding the relationship between platform-level attribution and independent measurement; and defining best practices for integrating exposure, attention, and outcomes signals into modern MMM and decisioning frameworks.
3. The transformation of advertising measurement, planning, buying and optimisation in the age of AI: CIMM will explore how AI-driven measurement, synthetic data, identity resolution, forecasting, optimization, and decision automation are reshaping TV and video advertising. This work will assess opportunities and risks – including model transparency, bias, explainability, and governance – with the goal of helping the industry harness AI in ways that enhance trust, accountability, and effectiveness. The role and implications of AI-powered creative will also be a critical focus.
During the year, CIMM will announce specific studies centered around its key focus areas and other initiatives that address a range of critical industry priorities.
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