Tracking media assets with a new coding system similar to how UPC labels work could increase profits and save the advertising business billions of dollars a year in back-end processing costs, according to a Coalition for Innovative Media Measurement study. An automated coding system would allow media companies "to spend less time putting the data together and more time doing analysis," says Janice Finkel-Greene, MagnaGlobal executive vice president of buying analytics. A two-year test phase was backed by NBCUniversal Media, ABC, Viacom, ESPN, Nielsen and comScore, among others.
Study: Media-asset coding system would mean billions in savings
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