The World Federation of Advertisers has endorsed Arbitron's and VNU's Project Apollo, a new single-source research system integrating media usage with product purchasing information. Apollo, which
combines Arbitron's portable people meter system with ACNielsen's Homescan technology, is currently undergoing a field trial in the U.S. to see if it can give marketers greater insights about the
effectiveness of their ads across multiple media platforms and in terms of various shopping behaviors.
