Apollo down

The news last month that Nielsen and Arbitron had finally pulled the plug on Apollo probably came to no surprise to those following the slow grind of pace. If nothing else the glacial rate of progress contributed to Apollo’s downfall. Not withstanding the hubris that surrounded its launch, it became quickly clear that both technology but most importantly the media landscape were going to change at a faster rate and Apollo would be left in the dust.

That perhaps the retail media industry can enjoy a moment of schadenfreude is down to the fact that Apollo studiously ignored this medium and the notion that it was ever going to meaningfully link media behaviour to in-store purchase behaviour was highly suspect.

(*) The link to the announcement that apollo was down has had to be replaced with a link to a reference to it as the apollo site has reverted to network solutions and now talks about the NASA Apollo missions.