Abstract:

The elusive, often hoped for and most desirous forms of data for most advertising researchers are single source data. Project Apollo has begun to deliver these data in the United States and we are all waiting with baited breath. Why? What is the potential? This paper provides a brief overview of the U.S. single source pilot and its results. It also describes some of the potential of Project Apollo and demonstrates a variety of early examples of the delivery on that potential.