Watch Out Nielsen! CIMM Wants Open Format to Track Ads Across All Platforms

The Coalition for Innovative Media Measurement (CIMM) has announced “Project TAXI,” an initiative to create an open format that will track viewership of programming and advertising across both traditional and digital platforms. Project TAXI stands for “track-able asset cross-platform identifier.”

CIMM was founded by the big media companies and a number of top advertisers and ad buying firms to respond to what they saw as a failure of innovation in the TV metric space.

Nielsen has a de-facto monopoly on TV ratings, and has struggled to come up with a solution for tracking programs in the digital and mobile space.

CIMM is partnering with three of the country’s largest advertising bureaus, the IAB, the 4A’s and the ANA, on the project.

“Given

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