The Kids & Family Media Measurement Taskforce will seek to develop integrated measurement frameworks that combine panels, big data and platform insights, as well as creating media metrics reflecting changes in children’s viewing habits.

Other areas of focus include synthetic datasets and AI-assisted modelling to address measurement gaps.

Membership of the taskforce includes online video platforms, marketers, measurement vendors and advertising agencies.

The taskforce’s creation coincides with the release of a report, called When metrics fall short: The case for children’s media measurement, that argues that changes in how children consume media is threatening the measurement ecosystem.

Findings include that traditional panel-based measurement systems are struggling to adapt to fragmentation in viewing habits, there are issues in capturing co-viewing behaviours with parents and that there remains gaps in visibility in children’s consumption of media on video platforms.

Jon Watts, managing director at CIMM, said: “The children’s media landscape has fundamentally changed over the past decade, but the systems used to measure audiences have not kept pace.

“Without reliable, privacy-compliant measurement solutions, the industry risks losing visibility into where and how children engage with content across platforms.”