IPA's TouchPoints Touches Down in U.S.
Geoffrey Precourt Warc
Mediamark Research & Intelligence (MRI) seems to have provided the missing piece in a program that will offer American researchers the opportunity to tap into a new audience-metric service designed on the U.K.'s Institute of Practitioners in Advertising's (IPA) TouchPoints© initiative.
The Media Behavior Institute (MBI) and MRI have entered into what both parties call "a strategic partnership… with the goal of jointly launching a syndicated, consumer-centric, multimedia database that could transform the way media is planned, bought and sold."
MRI and MBI began working together on a U.S. TouchPoints...