Americaca: Measuring what you watch and buy

'To this end, Apollo will track 70,000 people across the country who wear the P.P.M. all day. (The P.P.M. is a little box that measures and records what media the wearer watches and listens to every second of the day.) But not for the sake of ratings. The advertisements and messages these 70,000 people see, hear, read, encounter will be matched to the purchases they make. You could say it's a massive scientific trial of cause (marketing) and effect (buying). Or you could say with some trepidation that it's about creating a more perfect, more efficient consumer society. Linda Dupree, who is in charge of Apollo at Arbitron, put it to me this way: ''For those who have worked in advertising a long time, we think advertising works, we just don't know how.'' Apollo should settle that.' Do you think this is an invasion of your privacy? Interesting article on how our media and ad consumption will be measured.