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Brian Steinberg-Senior Kristin Dolan audience Nielsen Provident Brian Steinberg-Senior Kristin Dolan

Marketing Analytics Firm 605 Plans Alternative to Nielsen Measurement

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variety.com
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Brian Steinberg Senior TV EditorCount marketing analytics firm 605 among the number of firms that hope to fill in some of the gaps in measuring video audiences as more companies press for alternatives to the current standard, Nielsen.The company, founded by Kristin Dolan and backed by Dolan Family Ventures, the investment arm of the family long associated with the former Cablevision as well as AMC Networks, plans to use its data to launch a media trading currency that can undergird advertising transactions between advertisers and media networks.

The “605 Exchange” makes use of a large data set that examines audience and advertising metrics daily. The company intends to utilize data from 22 million U.S.

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