Canoe Ventures, a joint venture founded by the US’s leading cable operators, in partnership with the Association of National Advertisers (ANA), have announced the “CEE MEE” Project.

CEE MEE is designed to capture the Connection, Emotion and Experience of interactive television viewers and correlate that with the Measurement, Efficiency and Engagement metrics for advertisers. This first-of-its-kind programme seeks to use this feedback to validate advanced television advertising solutions and refine those planned for commercial availability across a national cable footprint beginning in 2011.

The initial phase of this multi-year effort will focus on interactive television, VOD and addressable advertising services. Participants in CEE MEE consist of a number of forward-thinking ANA members interested in gaining first-hand knowledge about innovative TV technologies.

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