Ad Age, 10/19/10
Coalition of Media, Agencies, Marketers Pushes to Track Content in Digital World
A group of major media companies and advertisers wants to find a way to identify content whenever and wherever it runs.
The group, Coalition for Innovative Media Measurement, was formed last fall to develop a system for measuring audiences across TV, the web, mobile phones and whatever other platforms might pop up in coming years. But a single system to identify content would make gauging its audiences much, much easier.