Big announcement on Thursday. As expected, 14 major media players, everyone from P&G to NBCU to Viacom to Group M, announced they were forming a coalition to improve the way viewing habits are measured across conventional TV, online and mobile platforms.

What’s really going on here?

Talking to lots of folks involved and reading some excellent media accounts, especially by a reporter we consider a legitimate guru in the measurement space–MediaPost’s Joe Mandese– we feel we can add some enlightenment. Please click here to read.

–Chuck Ross