Observed Signal · Mar 31, 2026 · Technical Release · Source: AdExchanger · Impact: 3/5 · Sentiment: Positive
CIMM Advocates Media-Quality Measurement for CTV
The Coalition for Innovative Media Measurement (CIMM) previewed a forthcoming paper arguing that media quality varies and should be measured independently of audience identifiers and short-term outcomes. Teased at CIMM East in New York and reviewed in pre-release by AdExchanger, the paper promotes a “Quality Trifecta” that separates media quality (attention and situational context), creative quality and audience quality. Authors Erez Levin and Gabriel Dorosz recommend shifting from binary/deterministic proxies (like presence of an ID or minimal viewability) to non-binary, probabilistic metrics such as attention scoring and contextual relevance. The guidance highlights CTV as a proving ground, urges buy-side leadership for adoption, and situates the work amid an expanding vendor landscape that includes startups and incumbents like DoubleVerify and Integral Ad Science.
CIMM's paper proposes an industry framework for measuring media quality—particularly for CTV—which could change buying and measurement practices and prompt wider adoption of probabilistic attention metrics, but it is not a platform-level policy from a major tech provider.
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Key Takeaways & Evidence Grounding
- The Coalition for Innovative Media Measurement (CIMM) drafted a paper arguing media quality can and should be measured beyond audience identifiers.
- The paper was teased at CIMM East in New York City; AdExchanger reviewed a pre-release copy.
- Co-authors are Erez Levin (founder, Emet Advisory) and Gabriel Dorosz (global advertising initiative lead, International News Media Association).
- The paper introduces the “Quality Trifecta” (media, creative, audience quality) and recommends non-binary, probabilistic metrics like attention scoring.
- CIMM positions Connected TV (CTV) as the proving ground and calls for buy-side leadership; it notes startups (Jounce Media, DeepSee, Sincera, Adalytics, Gamera) and incumbents (DoubleVerify, Integral Ad Science).
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