Before the end of 2013, CIMM begin registering all newly created video assets with the EIDR and Ad-ID registries In the summer of 2013, CIMM began working with the Society of Motion Picture and Television Engineers (SMPTE) on a standard to bind identifiers from Ad-ID and EIDR to video assets.

CIMM is driving towards industry-wide support for this initiative and will be collaborating with the Cabletelevision Advertising Bureau (CAB) and Media Rating Council (MRC).

[3] In February 2011, CIMM announced it was working with Arbitron and comScore on two independent, "proof-of-concept" pilot tests to measure three-screen users and their behavior with content and advertising across television, Internet and mobile.

The ultimate success of these two separate tests laid the foundation for what would become “Project Blueprint” – a collaboration between Arbitron, comScore and CIMM member ESPN for a measurement initiative for video, audio and display content across radio, television, PCs, smartphones and tablets.

[4][5] Through interviews with over 60 technical executives involved in extracting and analyzing television return path viewing data, media consultant Charlene Weisler updated the original 2010 CIMM Lexicon from 800 terms to over 1400 terms that cover advertising and television applications, including Connected TV, Interactive TV, Dynamic Ad Insertion, Automatic Content Recognition and other online technologies.

[6] The project included a sample of 1000 men and women aged 18–54 drawn from respondents who completed GfK MRI's widely used "Survey of the American Consumer," and employed eDiaries in which participants recorded their media behavior at 30-minute intervals over 10 days.