Four new partners – ABC, NBCU, CTAM and Intel – have joined the Advanced Advertising Media Project (AAMP). The AAMP research initiative, first announced in March, was created to measure the impact of advanced advertising within free video on demand (VOD) TV programming.

The four partners, representing a cross section of the broadcast, cable marketing and technical communities, enhance the areas of subject matter expertise available to the AAMP initiative. A total of 14 companies thus far have committed to the program, which has been designed to help the media industry shape dynamic advertising strategies and measurement that can accelerate the monetization of VOD content.

Previously announced participants in the AAMP program include the 4A’s, A&E Television Networks, BlackArrow, CBS, Comcast, Digitas, Discovery Communications, Horizon Media, NDS and Rainbow Media. The AAMP partners anticipate announcing results of the first of three phases of research next week.

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