Marketers, Media, Agencies Form Coalition

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Unsatisfied with how media audiences are being measured in a multi-screen age, 14 of the nation’s largest media companies, agencies and advertisers today launched the Coalition for Innovative Media Measurement.

The new group, whose members have made a multi-year commitment to the new consortium, intends to initiate, fund and evaluate a series of research studies focusing on set-top-box measurement and multiplatform TV measurement. Two requests for proposals, open to all research firms, are in the works for the fourth quarter.

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