Summary
The purpose of this paper is to confirm, through a qualitative study, that ad serving counting tools at different points in the delivery chain are capable of measurement (and third party certification) to a common standard.

Summary
Advanced Television will end the 100 year master/slave relationship between the mass media and the audience. The media, the marketer, and the audience will all benefit from time shifting, addressability, interactivity, and cross platform access. However, Advanced Television will face significant challenges as innovations will require open attitudes and changes in business models. There are steps to be taken now to facilitate the introduction of the next generation of television and marketing communications.

Summary
This paper discusses why auditing media research is necessary and provides a framework for establishing an initial audit process. It will also describe the benefits achieved when an audit process is properly administered.

Summary
The authors recently analyzed the audience delivery patterns of sixty different media schedules each comprising three media elements - one primetime network television program, one national consumer magazine and one national consumer website. The purpose of the analysis was to identify how media professionals might begin the process of documenting actionable return-on-investment media vehicle-by-media vehicle using data currently available from a variety of syndicated research providers. This paper briefly outlines the accountability and compensation issues prevalent in our industry today and briefly discusses the ROI void that needs to be filled. It then highlights a number of ROI metrics for the schedules analyzed and provides strategic recommendations to help media professionals begin the process of effectively documenting cross-media return-on-advertising-investment.

Summary
In this paper the author traces the history and development of media buying services (or buying shops) in the USA and Europe. He considers the changes in the media and business environment that have occurred, especially in the last 10-15 years, and concludes with a warning.

Summary
The growth in internationalism amongst media owners, many of whom have expanded geographically either as a result of ethical concerns at home or to take advantage of the dynamism of European advertising markets, is leading to a fundamental reappraisal of the role of the media specialist within the advertising agency. Media-buying companies, many of whom have grown partly as a result of a lack of interest and investment in media within agencies, will suffer as increasing numbers of media-sophisticated clients question some of their more dubious business practices. Advertising agencies whose principles of client service, objectivity and dealing transparency are deeply ingrained, will profit from this return of 'client power'.