CIMM Harnessing Set-Top-Box Data

Lafayette, John
July 2010
Multichannel News;7/26/2010, Vol. 31 Issue 29, following p14
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.


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