Problems with an Industry Standard for Counting Traffic

CBL & Associates Properties, General Growth Properties, The Mills Corp. and Westfield Group have embarked on a joint effort to measure their foot traffic using the same types of metrics used by other media.

Media consultancy EphronOnMedia.com reports on the problems of counting outdoor traffic, and the efforts of Arbitron to more accurately count outdoor traffic.

I think RFID (radio frequency identification) devices, popularized last year by Wal-Mart, might be a critical part of this effort.

Link: EphronOnMedia.com (registration required)