Atlanta and beyond. GPS and traffic modeling come together in a state-of-the-art ratings system for ambient media

This paper focuses on the ways the best practices of traffic and media research have converged in an Out-of-Home ratings service, emphasizing what is new - and what remains the same - about audience measurement informed by those two fields.

Atlanta and Beyond

GPS and Traffic Modeling Come Together in a State-of-the Art Ratings System for Ambient Media

Joshua Chasin Warp Speed Marketing, Inc., United States

William McDonaldChief Statistical Officer, Arbitron Inc., United States

William RoseGeneral Manager; New Media; Arbitron Inc., United States

James TobolskiAdvertiser/Agency Services, Arbitron Inc., United States

INTRODUCTION

In developing a media ratings service, researchers typically measure exposures to media vehicles; or, more precisely, measure and report on the behavior of media usage. For broadcast, print, and online research, the somewhat insular world of the media researcher is quite sufficient for developing an...

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