Set-top boxes will help fill in ad picture:

03/2/2010 | Broadcasting & Cable

The standardization of set-top box data to include "dwell time" -- or time spent in front of the TV -- is part of the effort to provide marketers with a clearer picture of their ROI, according to Jane Clarke, head of the Coalition for Innovative Media Measurement, who spoke at the 4A's Transformation 2010 in San Francisco.

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