Why CIM ONE is not a global initiative

Advertisers, agencies and media – in other words, all players in the advertising market – are looking forward to the arrival of CIM ONE. This is the project deployed by the Centre for Information about Media (CIM), the Belgian JIC, to build the measurement system of the future. A system based on cross-mediality, promising a holistic view of media consumption. 

Building such a programme does not happen suddenly. The core of this high-impact methodological revolution aligns with the working practices of CIM's most innovative international counterparts. However, a European or even global measurement remains off the agenda. Why is that?

WFA North Star

Being able to monitor media behaviour across different media and platforms would unlock a world of opportunities. For everyone. It would give advertisers and media planners all the tools they need to launch the most effective campaigns, allow channels to assess their ability to stand out, and present consumers with the most relevant ads.

It goes without saying that the need for cross-media measurement is felt worldwide. Just as in Belgium, media consumption elsewhere has also become more fragmented and hybrid than ever. Therefore, it makes sense that this transition is the subject of international discussion and collaboration. The JICs are eager to consult with one another regularly, and the World Federation of Advertisers (WFA) outlines shared ambitions, the so-called “North Star”.

These ambitions are motivated by advertisers' needs, which are often similar across the globe. The “North Star” thus provides guidance for achieving cross-media measurement in every country. However, the WFA also acknowledges that practices may differ from one nation to another, influenced by existing measurement infrastructure, resources, and market maturity. That is why, alongside the British Origin and the American Aquila solution, various initiatives are currently being developed throughout Europe, all aiming to attain scale across countries through collaboration with institutes operating in multiple nations.

Local realities

Yannick Carriou, CEO of the French measurement organisation Médiamétrie and, since early 2025, president of the Audience Measurement Coalition (AMC), confirms that the ideal formula comprises a healthy balance of global unity and local relevance. “International brands are increasingly realising that consistent cross-media data is crucial to substantiate their media decisions. But a standardised approach only works if it is adapted to local circumstances.”

Koenraad Deridder (CIM) agrees: “Each JIC is a machine that adapts to the local reality. With CIM ONE we provide measurement standards, certification and market transparency, tailored to the Belgian context. Setting up a cross-media measurement system is much more than just a technical project; it is a market dynamic.”

CIM as a pioneer

A comparison with neighbouring countries shows that cross-media integration happens at different levels. The barriers between channels are still quite clear in the French, German, and even British measurement models, which connect platforms but not media. In these countries, separate JICs still exist for each medium. The situation differs in Belgium: since CIM was established in 1971, when the two press JICs decided to merge, the goal of integrating other media has been a priority. Over time, this has led to significant pioneering work – including using virtual populations in OOH and internet studies – and now CIM ONE, a very advanced approach with ‘consumer-centricity’ as its main focus. This positions CIM as an innovative leader in the field.

Meanwhile, CIM has been copied in the Netherlands, where Nationaal Media Onderzoek (NMO) was formed from the merger of various JICs and is working hard towards a similar integrated currency.

CIM’s pioneering role on the international stage is partly due to the cross-media nature of the media landscape itself. “Belgian press groups are known for their advanced diversification into TV and radio,” notes Deridder. “A model that they are also successfully exporting to the Netherlands and France.”

What about Meta and co?

Comparability is arguably the most crucial prerequisite for establishing a robust cross-media system. To track the consumer’s journey across various media touch-points – and to accurately assess the value of each channel – common standards and metrics are vital.

The main challenge is therefore to persuade the international mega-platforms to adopt this approach. Good progress is being made at the European level, as demonstrated by Amazon’s integration into the German AGF Videoforschung and the agreement between Médiamétrie and the platforms (excluding Meta). However, the smaller the market, the more challenging this becomes. This underscores the importance of JICs collaborating wherever possible.

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Want to learn more about CIM One? UBA is hosting an Exchange Community on 24 April, bringing together industry experts (Yannick Carriou and Koenraad Deridder) to share the latest insights and developments across Belgium and Europe. Participation is exclusively reserved for UBA brand members.