The Bureau : (Grand)Mother of Diversity

"There's a fundamental change in technology that's allowed the playing field to be slightly leveled when it comes to the Internet," he adds. "Technologies like PURLs, QR codes and tiny URLs help us to gather information and calculate the return on investment of various marketing campaigns."

QR codes, in particular, seem to be garnering a lot of buzz. In leveraging this technology, The Bureau can provide "actionable" information to customers about which signage is attracting the most eyeballs, according to Stuart. In this regard, it's the signs—as opposed to the individuals—that are being tracked. It is advertising effectiveness or ineffectiveness, not individual preferences, that can aid in a client's decision-making process. In a nutshell, it's measuring for success.