Adtech Unfiltered Fixing Measurement (with Tameka Kee)
Jul 23, 2025
Tameka Kee, SVP of Programming & Operations at the Coalition for Innovative Media Measurement (CIMM), sheds light on the evolving landscape of media measurement. She discusses why last-touch attribution is becoming obsolete and the need for innovative metrics. Tameka emphasizes the importance of collaboration among platforms, publishers, and agencies to tackle data usage and privacy challenges. With insights into synthetic data and attention metrics, she presents a vision for a future where measurement techniques enhance value for both advertisers and consumers.
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SIM's Collaborative Media Measurement Role
- SIM unites traditional broadcasters with agencies, platforms, and nonprofits to solve media measurement challenges collaboratively.
- It focuses on measurement currency, new metrics like attention, and data collaboration across TV and video ecosystems.
SIM: A Research Nerds' Hub
- SIM is distinctively a community for research professionals focused on rigorous independent insights, not selling products.
- This focus on unbiased, peer-reviewed research attracts a loyal membership despite limiting sponsorship opportunities.
State of Media Measurement
- Media measurement is broken but not beyond repair, rated about 4 on a 1-10 scale.
- The industry has made progress, but measurement remains siloed and imperfect, requiring acceptably 'good enough' solutions.