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Time to adjust the set

October 28, 2009

By Kenneth Li

Be careful what you wish for, cautions Bob Barocci, chief executive of the Advertising Research Foundation, a group representing 400 advertisers, agencies, research and media companies. “The better the data gets, the more likely some media outlets may not look as good as they thought,” he says. “The big fear is: ‘How much money it will cost me?’”

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