""Quality has been a buzzword for a while in this industry, and no one's really defined it, except, for the most part, in self-serving ways," said Erez Levin, founder of ad tech consultancy Emet Advisory and a co-author of the paper."
""CIMM aimed to reach an objective, industry-wide shared consensus and framework to advance discussions around media quality measurement, as opposed to this limbo that it feels like we've been in.""
""The point is not to promote new measurement standards, Levin said. Rather, CIMM wants to foster a whole-industry conversation that will make it so agencies, tech platforms and publishers must have a coherent answer when asked how they measure media quality.""
Programmatic ad tech frequently overlooks the quality of media and content when bidding on ad impressions. The Coalition for Innovative Media Measurement (CIMM) aims to challenge the notion that media value is solely tied to audience targeting. Their upcoming paper highlights measurable differences in media quality and critiques the industry's focus on short-term outcomes. CIMM seeks to establish a shared framework for measuring media quality, encouraging a unified approach among agencies, tech platforms, and publishers to address longstanding challenges in the advertising ecosystem.
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