The ARF Asks: Is a Global Holistic Metric Possible?

Holistic measurement is the subject of intense interest for all constituencies in the communications industry globally.

The ARF Asks: Is a Global Holistic Metric Possible?

Geoffrey PrecourtWARC Online

Standing in the face of a single-source holistic cross-media holistic media metric are not just competing services but also conflicting standards and practices in a global media marketplace.At its 2009 Audience Measurement 4.0 Conference, the Advertising Research Foundation (ARF) assembled a panel anchored by Giovanni Fabris, principal/consultant, Fabris Media Marketing Services to discuss an evaluation by the World Federation of Advertisers (WFA) of the potential of a holistic program.The 2005 WFA "blueprint," according to Fabris, was to determine "Advertisers' vision, objectives and recommended actions towards...

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