Collaboration Key to Advancing TV Measurement in Europe and U.S.: CIMMs Watts Beet.TV [Video]

The Coalition for Innovative Media Measurement (CIMM) is bringing its collaborative approach to advancing TV and video measurement to Europe with its first major event in the UK market.

CIMM London on December 9 will gather around 200 executives from across the U.S., UK, and European buy-side and sell-side ecosystems to discuss key issues facing the industry.

While CIMM has historically focused predominantly on the U.S. market, the organization has seen growing interest from European businesses looking to learn from and collaborate with their U.S. counterparts. “We increasingly see that there’s a case for making common cause,” said Jon Watts, Managing Director of CIMM, in this video interview with Beet.TV.

One of the key themes CIMM will be exploring at CIMM London is the changes in measurement and trading, particularly as streaming services continue to grow in scale and are transacted programmatically.

This is in contrast to traditional GRP-based broadcast channels, which …