Viacom thinks it has a way to diminish some of advertisers' uncertainty over social media campaigns. It's teaming with Mass Relevance to launch EchoGraph, a social media measurement platform to track and analyze social activity for advertisers. Throughout the upfront season, Mass Relevance is working exclusively with Viacom to measure earned media generated by the programmer's client campaigns across Twitter, Facebook, Instagram, Tumblr, Vine, Google+ and YouTube in real time.

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