Artie Bulgrin conceived and led Project Blueprint, which showed how a probability sample could be used to calibrate and de-bias digital big data. In 2019 the World Federation of Advertisers (WFA) and the Association of National Advertisers (ANA) unveiled a blueprint for future cross-media measurement broadly based on the same ideas. With one exception. Whereas Project Blueprint found that duplication among media are definitely not random, the WFA/ANA blueprint allows for a concept of Virtual IDs which will tend to produce results that are very similar to random probability.
Cross-Media Duplication Must Be Rigorously Empirically Determined
