They want to measure better than Nielsen — without publicly stepping on its toes.
More than a dozen companies with billions riding on the TV ad business have joined a broad initiative to develop a way to assess audiences across “all three screens” — TV, the Web and mobile devices.
The group of 14 firms, including major media companies, ad agencies and advertisers, announced the Coalition for Innovative Media Measurement yesterday, several weeks after news of their plans had leaked.
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