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Mindshare is attempting to improve the state of buying and measuring Web video through a new partnership with online video ad network YuMe.
The two companies have collaborated to create a new metric they’re calling the Internet Gross Rating Point, or iGRP, which is meant to serve as a comparable metric to the TV world’s longstanding GRP. The hope behind the new metric, said officials, was to help make it easier for brands to justify shifting dollars from TV to the Web and also to help buyers evaluate plans that cross both media—through the calculation of a campaigns’ total TV/Web video reach and frequency.
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