• by David Goetzl  @dgoetzl, March 13, 2012

The Coalition for Innovative Media Measurement,  the industry initiative now trying to lead the way in developing a standard for cross-platform measurement, said Univision has joined as its 22^nd member.

CIMM made an appeal for new members last month at an event it co-hosted. It is looking to move ahead with a pilot program to develop a sort of UPC code to track video content as it plays on TV and other platforms, allowing advertisers to ensure spots were running as planned.

Among CIMM’s membership is NBCUniversal, which operates Univision competitor Telemundo, and News Corp., which is developing a potential competitor to both. Other members are agencies, such as GroupM and marketers, such as Unilever.

In 2009, CIMM dues were $100,000 a year for two years for a seat on the board of directors, with voting power to determine CIMM projects; non-voting members could join for $25,000 a year.

Jane Clarke, CIMM managing director, stated that Univision joins in its commitment to “replace the multitude of ineffective, make-shift processes that many must rely on in an attempt to measure and monetize fragmented audiences.”