TITLE

CIMM Harnessing Set-Top-Box Data

AUTHOR(S)
Lafayette, John
PUB. DATE
July 2010
SOURCE
Multichannel News;7/26/2010, Vol. 31 Issue 29, following p14
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
The article focuses on the eagerness of the Coalition for Innovative Media Measurement (CIMM) and its managing director Jane Clarke to gather precise measurement of advanced advertising using set-top-box data. It says that utilizing set-top-box data was one of the two areas of media measurement that CIMM was bound to pursue. Clarke claims on the advanced advertising opportunities in set-top-box data plus the potential to match databases and do return-on-investment analysis.
ACCESSION #
57203413

 

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