New York – The Coalition for Innovate Media Measurement
(CIMM) on Tuesday launched a feasibility study on an open standard to track and
identify both entertainment content and advertising across traditional and
digital media platforms. The CIMM, whose members include AT&T (NYSE: T), CBS (NYSE: CBS), Comcast (NASD: CMCSA),
Microsoft (NASD: MSFT), NBCU (NYSE: GE), Publicis Groupe and Disney (NYSE: DIS), is working with the Association of
National Advertisers (ANA), American Association of Advertising Agencies (4A’s)
and Interactive Advertising Bureau (IAB) on the "Project: TAXI"