Canadian Advertising Research Foundation Data Integration Committee Report

Terry Rushbrook
The Marketing Shop

Last Fall, the Canadian Media Directors' Council initiated discussions with media owners, advertising agencies, advertisers and research suppliers with a view to unifying the industry's approach to the provision of product linked media data as a way of controlling the rapid expansion in data sources.

The CARF Data Integration Committee was set up to look at the alternative methodologies for creating some form of unified database from a technical viewpoint, and to examine the advantages and disadvantages of each method. In particular, the Committee will try to represent the interests of those who will, eventually, have to use the database(s) concerned, whether they are media, agencies or advertisers.

Within this mandate the committee defined its main objectives, in order of priority, as: