The majors, media buyers and blue-chip advertisers have joined forces to fund research initiatives designed to find better ways to measure viewership across TV, computer and mobile screens.
The partners in the Coalition for Innovative Media Measurement are in the process of hiring a managing director who will have day-to-day oversight of the research initiatives funded by the partners. At present, the coalition includes 14 firms, but execs involved in its creation said they will actively recruit more members from relevant constituencies with a stake in content ratings.
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