The 4A's and BlackArrow, together with multiple media companies, unveiled the Advanced Advertising Media Project, a broad-scale research initiative that brings together media industry stakeholders to measure the impact of advanced advertising within free VOD programming.The multiphase initiative is intended to test, measure, analyze and compare consumer perceptions and responses to advertising within VOD vs. traditional TV environments. The AAMP will leverage the collective knowledge and expertise of advertisers, agencies, programmers and cable operators to shape dynamic advertising strategies and measurement to help the industry accelerate the monetization of VOD content.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, among others.