The Coalition for Innovative Media Measurement, the American Association of Advertising Agencies and the TVB said they launched a study that will assess local TV measurement in the U.S. and develop an action plan to make improvements. The group has hired Sequent Partners to work on the project.
Looking to find standard data formats for ad campaigns, the Coalition for Innovative Media Measurement, along with Ad-ID, Advertising Research Foundation, IRI, and Kantar, will launch a joint initiative.
