Nielsen to Measure ACTV's Interactive Ads.(Brief Article)
Multichannel News, May, 2000 by FORKAN, JIM
The interactive-advertising business inched forward this month with a number of agreements, most notably a strategic alliance between Nielsen Media Research and ACTV Inc. The arrangement combines Nielsen's audience-measurement expertise with ACTV's technology for addressable and interactive advertising on digital television.
Nielsen senior vice president of interactive services David Harkness said his company will work with ACTV to develop software-metering systems to accurately measure audiences for such advertising. The goal in making ACTV a measurable service is to find out "who's watching what and what kind of interaction there is," Nielsen senior vice president of communications Jack Loftus added. Although there is no timetable for this...
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