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June 28, 2007

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Max Kalehoff

Matt,
I presented at the Advertising Research Foundation Measurement conference last week with the co-founder of Integrated Media Measurement, Inc. (http://www.immi.com/). You should definitely check them out! Company boilerplate:
IMMI(sm) has created a new integrated media measurement system that links media exposure to consumer action. Using a digital monitoring system based on open-architecture cell phones, IMMI tracks media 24/7—including:

* Television viewing outside the home
* Time-shifted and on-demand viewing
* Radio
* DVDs, audio CDs
* Theatrical films, live concerts and sporting events
* Cell phone videos and games

Basically, the cellphones pick up audio, the audio is encoded/patterned and then continuous media exposure maps are created, similar to the one you note above, but a lot more sophisticated.

Max

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