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|Author(s): George Shababb, Richard Marks
Collection: WM3 - Worldwide Multi Media Measurement 2010
Keywords: Media Testing
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This paper revisits predictions made in one of the very first papers about Return Path Data delivered in 2005 at WAM . Incorporating findings from a qualitative survey of clients conducted exclusively for this paper, the presenters examine how the new technique has evolved in terms of business need and research techniques. The unique aspects of both PeopleMeter and RPD data are contrasted to underline the complementary nature of both approaches.