CIMM Harnessing Set-Top-Box Data; Coalition eager to apply measurement precision to advanced advertising

July 26, 2010

B and C logoThe television industry is eager to get at the treasure trove of information that set-top-box data could provide, but Jane Clarke, managing director of the Coalition for Innovative Media Measurement, is finding that it is taking longer than expected to unlock.

Utilizing set-top-box data is one of the two areas of media measurement that CIMM was set up last year to push forward. The other is cross-platform measurement.

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