STB firms meet to discuss data measurement

The Coalition for Innovative Media Measurement (CIMM) will be meeting to discuss how the industry can better use the data collected from set top boxes.

The CIMM had asked for proposals from members, to see how broadcasters would like their relationship with advertisers, content producers and other media outlets to grow in the future.

The CIMM is a new US-based organisation that was set up to find out the best way of handling the enormous amounts of data that is collected through set top boxes.

In particular, the measurement data is of great interest to advertisers.

This data, which is totally anonymous, can help advertisers choose the best slots for their products and services, while at the same time allow broadcasters to demonstrate their viewing figures.