1、1www.cimm-us.orgBrave New WorldBest Practices for Planning,Buying and Measuring CTV and Streaming Ad CampaignsJuly 20252www.cimm-us.orgAbout CIMMAbout the AuthorsThe Coalition for Innovative Media Measurement(CIMM)is a nonpartisan,pan-industry coalition of companies focused on cultivating and suppor

2、ting improvements,best practices,and innovations in measurement and currency;data collaboration and enablement;and the use of new metrics and approaches to understanding the value of media.CIMM embraces the entire media and advertising ecosystem and prioritizes effective collaboration to deliver mea

3、ningful change.As part of our program,CIMM commissions major research studies from industry analysts,experts,and thought leaders to provide insights on issues of critical interest to our members.The growth and development of CTV and streaming TV has had a significant impact on the media and advertis

4、ing ecosystem,stimulating investment,innovation and change.Marketers have benefited from the proliferation of data,new ad formats,innovative new measurement solutions and metrics,and new sales and execution models.However,the market is also complex and fragmented and can be hard to navigate.This gui

5、de sets out to explore best practices,providing marketers with practical advice,recommendations and inspiration from some of the leading players in the market.It is the result of extensive collaboration with industry leaders advertisers,agencies,publishers,and technology partners.We would like to ex

6、tend our gratitude to the project team Todd Gordon,Bhavana Smith,and Bret Leece who researched and authored the report.Were also hugely appreciative of the tremendous contributions from the numerous industry executives who shared their experience and expertise with the team.Finally,many thanks to al