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CIMM to Help Launch New Cross-Platform Measurement

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CIMM to Help Launch New Cross-Platform Measurement

Aug 10, 2010

-By Katy Bachman

The Coalition for Innovative Media Measurement announced a cross-platform media research project Tuesday (Aug. 10) that could lead to the launch of a new syndicated multi-media measurement service. 

The project is based on a research service used in the U.K. called IPA TouchPoints, which provides the British media industry with a single source of planning data across TV and out of home video, radio, print, online and mobile.

To bring the research service to the U.S., CIMM commissioned the Media Behavior Institute, which partnered with GfK MRI, to field a test in the U.S. at an estimated cost of $1 million....


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