World Federation Of Advertisers Endorses Project Apollo

The WORLD FEDERATION OF ADVERTISERS, a worldwide network of 55 National Advertiser Associations on five continents, has officially endorsed the development of ARBITRON and VNU's PROJECT APOLLO.

The endorsement of the WFA is a significant validation of the PROJECT APOLLO concept, which would use the PORTABLE PEOPLE METER (PPM) system and ACNIELSEN HOMESCAN technology, as well as additional technologies that would give advertisers a better understanding of the connection between consumer exposure to advertising on multiple media and their shopping/purchase behavior.

The following statement was published on the WFA website:

"PROJECT APOLLO promises to enable us to know our customers as buyers of our brands as well as consumers of media in a very strategic and actionable way, thus enabling a new level of media planning effectiveness and a substantial leap in media spending productivity."

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