ARF’s Barocci on the Cross-Media Challenge
In Research – 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.