The first computer-vision audience data validated by a Joint Industry Currency.

This is a story that took ten years. Cineplex Digital Media and Quividi began measuring together in 2015; the JIC validation came in 2025. Everything in between is why it counted.

CDM faced a structural challenge shared by every mall media network: shopping malls are highly variable environments. Screens in food courts, atriums, corridors, and entrances are exposed to very different traffic flows and sightlines.

Historically, this complexity had been handled through conservative modelling, limiting how confidently inventory could be valued and sold into national media plans.

As early as 2015, CDM began deploying Quividi's audience measurement technology to better understand real exposure across its mall network, moving away from broad assumptions toward observed audience presence.

This long-term effort culminated in a full audit and certification by COMMB, Canada's Joint Industry Currency for Out-of-Home, in 2025.

Becoming the first in-mall retail media network globally to achieve JIC-validated, sensor-based measurement materially changed CDM's market position. The network could now be planned and bought more easily within omnichannel media frameworks, including those used by major buying platforms.

In this context, measurement was not just about accuracy it became the condition for participating in a larger marketplace.