The Coalition for Innovative Media Measurement this week plans to meet with Nielsen, Rentrak, TiVo, TRA and TNS Media Research — the first five in a group of companies currently providing set-top box data — to discuss how they can work together with CIMM.
CIMM, which formally launched in September, was formed by 14 major media companies, ad agencies and marketers to spur the development of advanced forms of TV advertising measurement.
In a statement, CIMM said the Nov. 10 meetings with the set-top data suppliers are “a first step” in its request-for-proposals process. The group’s other area of focus — cross-platform video measurement — “will be addressed shortly,” the group said.
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