The Attention Council becomes part of CIMM

US – The Coalition for Innovative Media Measurement (CIMM) is to incorporate The Attention Council (TAC), a community of researchers, agencies, publishers, and holding companies, as an industry working group within CIMM.

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The addition of TAC aims to support scientific exploration and development of attention and related metrics across the media and advertising ecosystem.

Chaired by Andy Brown, the Attention Working Group will initially focus on developing and publishing a new study exploring the current state of attention measurement and the use of new metrics.

CIMM is a subsidiary of the Advertising Research Foundation. TAC, 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, has historically focused on five areas: quality, ethics, research, education and currency.

Jon Watts, managing director, CIMM, said: “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 programme. As we continue to work closely with other organisations, and expand internationally, this collaboration marks the next step in our unified effort to support improvements, best practices and innovations across the industry.” 

Prior to the acquisition, TAC was chaired by Yan Liu, chief executive of TVision, and Marc Guldimann, chief executive of Adelaide.

LinkedIn’s Paolo Provinciali, a member of the TAC board, said: “The integration of TAC into CIMM marks a pivotal step forward in advancing the scientific exploration and development of attention metrics within the media and advertising landscape. Optimising for human attention is critical in today’s advertising environment, where superficial metrics can no longer suffice. This partnership will ensure that attention metrics are studied with the highest level of scientific rigour and objectivity. As a board member of The Attention Council, I am proud to support this collaboration which will elevate the industry’s understanding and application of attention metrics, driving a positive outcome for advertisers, publishers, and users alike.”

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