Starcom Mediavest Group is using Bluefin Labs' social-listening technology to develop a new metric for measuring TV. The MIT-developed technology would allow Starcom clients to "see who is talking and what they are talking about in near real-time, so we can start to respond to those consumers with different marketing stimuli," Starcom's Kate Sirkin said. Starcom's clients will preview the technology during the Super Bowl.
Starcom is testing Bluefin "social listening" at Super Bowl
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