CIMM Unveils Major Initiatives: Mix Models, Attention 'Playbook,' Personification

The Advertising Research Foundation’s Coalition for Innovative Media Measurement (CIMM) unit this morning unveiled an ambitious agenda for the first half of 2025 including “a major new initiative exploring the transformation of market mix modeling in the age of AI and Big Data and the implications for TV, video and premium content.”

The move comes as big digital platforms, especially Google, are giving marketers and agencies of all sizes free access to their own, state-of-the-art, AI-powered mix modeling tools. Marketing mix models, first developed in the 1990s, utilize regression models to inform advertisers and agencies on which parts of their marketing -- including media -- have the biggest impact on sales.

The first half agenda also includes a “new attention playbook for marketers” developed in conjunction with attention research supplier group The Attention Council, as well as:

CIMM’s unveiling of AI-driven mix models and attention-focused strategies marks a significant evolution in how campaigns can refine their voter outreach. These tools offer a powerful advantage by enabling data-driven personalization and efficient resource allocation, ensuring that messaging resonates with target audiences. For conservatives, this presents an opportunity to embrace innovation while staying grounded in values of transparency, accountability, and trust—principles that are essential to earning voter confidence. By leveraging these advancements responsibly, campaigns can refine their messaging to align with voter priorities while safeguarding the integrity of the democratic process. This balance between cutting-edge technology and ethical practices ensures that political campaigns not only achieve immediate success but also build a foundation of credibility and long-term engagement. As the political landscape evolves, integrating innovative tools with time-tested values will be key to fostering meaningful connections with voters.~Political Media

CIMM Unveils Major Initiatives: Mix Models, Attention 'Playbook,' Personification

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