The Radio Waves Are Frying My Brain!

Media Week's got a good read on evolving technologies to measure media use among consumers.

    "As Christina Hartley, IPC ad marketing director and chairman of the Media Research Group, suggests, the process is essentially driven by a simple piece of logic.

    “We can’t put chips in people; what can we put chips in?” If technophiles and developers have their way, devices armed with sound-matching technology, GPS and radio frequency identification (RFID) tags will soon be in a position to measure consumer exposure not only to radio – as in the current Rajar test – but to TV, online, press and outdoor too."

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