Pilot program promises measurement quality-control

09/29/2009 | Advertising Age (tiered subscription model)

A group of major marketers including Unilever, Kraft and Coca-Cola Co. are participating in pilots led by the Advertising Research Foundation designed to yield industry-standard methodologies for conducting online audience research and measurement. Joel Rubinson, chief research officer at ARF, said, "It will be a very precise process where buyers and sellers will be trained on the exact same templates and definitions."

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