Attention Council Merged into CIMM

In New York, cross-industry group CIMM has announced it will integrate a hitherto external body The Attention Council (TAC) within its own structure, forming a new Attention Working Group.

TAC was founded by Adelaide, Amplified Intelligence, Avocet, Lumen and TVision in 2019 to drive the broader use of attention metrics across the advertising and marketing industries - and includes researchers, agencies, publishers and holding companies. The Council was chaired until now by Yan Liu, CEO of TVision, and Marc Guldimann, CEO of Adelaide.

CIMM (The Coalition for Innovative Media Measurement) has been part of the ARF since 2018. The Coalition says the new working group, chaired by measurement industry veteran Andy Brown (pictured), will embark on a program of evidence-based, impartial work starting with the development and publication of a a new study 'exploring the current state of attention measurement and the use of new metrics across the ecosystem'.

CIMM Managing Director Jon Watts comments: 'There has been exceptional growth in the use and development of attention by the industry - from the proliferation of innovative new approaches to the steady increase in buy-side adoption. We are pleased to welcome TAC into CIMM to support this work, cementing metrics like attention, emotion and quality as critical components of our program. As we continue to work closely with other organizations, and expand internationally, this collaboration marks the next step in our unified effort to support improvements, best practices and innovations across the industry.'

TAC's historical focus on the five key areas of media quality, ethical considerations, research approaches and results, education, and the potential for a currency, will also form the basis of the new working group's work. Brown will join CIMM's Steering Committee, and comments: 'I have admired the ARF and CIMM's approach to client engagement and willingness to pursue research initiatives to meet the ever changing developments in the media and advertising landscape'. TAC Board member Paolo Provinciali from Linkedin says the integration 'marks a pivotal step forward in advancing the scientific exploration and development of attention metrics within the media and advertising landscape... This partnership will ensure that attention metrics are studied with the highest level of scientific rigor and objectivity'.

Web site: www.cimm-us.org .