In spite of the challenges, Nielsen is moving forward with their Anytime Anywhere Media Measurement (A2/M2) strategy. The focus of A2/M2 is to track media consumption everywhere, much of it from the same people or by collecting data across their different panel groups. Fusion Data while a method used to put together information obtained from many heterogeneous sources, on many platforms, into a single composite picture sounds useful some in the advertising space think it will not give a complete picture. "Data fusion is a good place to start," said Ron Geraci, senior vice president of Nickelodeon Research, "But to really understand consumer behavior, I think it important to capture that all in a single sample."

With a goal to eventually, to get all television households to agree to web monitoring security enhancements and perhaps remuneration will have to be addressed. The notion of allowing for this kind of monitoring for only a few hundred dollars does not strike as compelling.

According to Nielsen they will establish a NetRatings system using proprietary "ping back" technology which they claim with provide the 'most comprehensive system for tracking and reporting streaming video and web site usage from all national broadcast and cable networks and Internet companies, as well as local broadcast stations and local cable systems in areas where sufficient sample size allows.'

Also, see: http://www.iptvevangelist.com/2006/03/hard_times_at_tv_high.html