Per the Advertising Research Foundation’s (ARF’s) model, the audience data we all use world 'round as the main basis for media selection, reflects merely a count of the number of opportunities to perceive an ad, not the number of targets who saw it, were affected by it, or bought as a result of it. Thus, it was natural that people in the advertising business would eventually get the idea of weighting these audience counts by some measure of their efficacy.
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