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NEW YORK The Nielsen Co. and Arbitron today said the companies have formed a jointly owned limited liability company to expand and potentially commercialize Project Apollo, the national marketing service in development since May 2005.
Apollo LLC plans to make a decision by mid-year whether or not to commercialize the service.
The proposed service combines Arbitron’s portable people meter and ACNielsen’s Homescan technology to provide advertisers with research that links consumer exposure to advertising from multiple media and their shopping and purchase behavior.
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