Once a hypothetical exercise, set-top-box data as a measurement tool is quickly becoming a reality. At this time there are several well-positioned companies jockeying for dominance with their varying methodologies, data footprints and sources. But in this seemingly chaotic competitive land rush, there are those who are actively seeking conciliation and structure.

Ever since WPP invested in Invidi, Microsoft adopted Navic, Visible World deployed in Cablevision's Brooklyn, OpenTV proudly engaged with NASA personnel in Huntsville and Starcom proffered its often headlined 56% efficiency savings when testing addressable advertising utilizing TNS' tune-away research, discussions about pricing models for the ability to target specific TV commercials to specific TV set stop boxes have proliferated. That's not quite true. Outsightful queries, not insightful discussions, about what pricing should be for addressable TV delivery have proliferated.