WM3 2008

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WORLDWIDE MULTI MEDIA MEASUREMENT

Response to the WFA Blueprint challenge

Giovanni Fabris
Rob Dreblow

Abstract

Recent news of the termination of Project Apollo may suggest to some that the ‘champion’ of the single source approach has ended and that the industry must move on. The truth is that this was just one of many projects launched globally and progress still continues, whether by industry initiatives or via private ventures. The consumer-centric approach outlined in the WFA’s Blueprint is an industry wide opportunity which, if supported and properly addressed, represents a major opportunity for all. If not, it will pose a major problem. The WFA will share an overview of the consumer-centric holistic measurement projects that are up and running and those that are planned around the world.

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