The WFA Blueprint: Everyone Gains from Evolving Media Measurement
Robert Dreblow World Federation of Advertisers
The cancellation of Project Apollo, the US-based initiative to develop a consumer-centric holistic system for measuring audiences across media, made news round the world. The demise of the service, which was led by The Nielsen Company and Arbitron, was blamed on its capital cost, and the decision to end it drew both disappointment from Apollo supporters and cries of "I told you so" from critics. However, the underlying need identified by the project has not disappeared. Arguably, it has grown stronger. When...