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ARF's Barocci on the Cross-Media Challenge

June 30, 2008

By Robert Bain

Research interviews ARF CEO Bob Barocci: Cross-media measurement needs a ‘common currency.’

At the end of the Advertising Research Foundation’s annual audience measurement conference in New York, Research asked the foundation’s president Bob Barocci how he felt about the challenges ahead.

Barocci can point to plenty of areas where he sees real progress, but there’s still a vital piece of the puzzle missing: cross-media measurement.

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