Top ad sales executives and researchers representing most major TV networks are in discussions to develop a standardized method of proving that their ads work. The initiative, dubbed "Thor" after the Norse god of thunder and Marvel comic/
The effort is the latest attempt by the TV industry to take on the likes of Facebook and
One network executive says they would want to see if media agencies who represent their clients would be willing to use such a platform. "Without agency acceptance, this wouldn't do much for us," the executive says.
Most likely, media companies would pay for the product, which they would then bring to agencies and advertisers for free in exchange for the marketers' willingness to allow tagging of their websites for measuring purposes.
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