Startup claims to do for broadcast media what Google did for Web

09/9/2007 | International Herald Tribune

Promising a high-tech breakthrough in measuring the effectiveness of broadcast ads, Integrated Media Measurement is launching a system in which participants are given special cell phones to gauge their exposure to ads on TV, radio, DVRs, game players, cell phones, DVDs and CDs, as well as live events. The startup will then be able to measure the influence of the ads by tracking participants' purchases, using a "Bluetooth beacon" put into clients' retail outlets.

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