The Coalition for Innovative Media Measurement (CIMM) was founded in 2009 by leading television content providers, media agencies and advertisers to promote innovation in audience measurement for television and cross-platform media. CIMM explores and identifies new methodologies and approaches to audience measurement through proof-of-concept pilot studies with independent measurement companies, initially focusing on two key questions: • What are the opportunities and challenges of using return path data from set-top boxes and smart TV’s to measure viewing of television? • What solutions can be developed to measure use of media across platforms?