Touchpoints, which the IPA is touting as "the most ambitious piece of media research undertaken for a generation", gives subscribers access to research conducted among 5,010 consumers about their 24/7 media habits, even down to the sort of mood they are in.
Given its scale and the volume at which the IPA is trumpeting it, Diary would have thought that all major media agencies would have backed the initiative.
But take a look at Touchpoints' list of founding agencies and subscribers, and Carat, which is supposed to be putting data planning at the centre of its growth strategy in 2006, is nowhere to be seen.
Its absence has caused a bit of a kerfuffle at the IPA. Look at that list again and you'll spot Vizeum.
"We're hoping Carat will buy it," Lynne Robinson, the IPA market research director, says, pointing out that Vizeum is contractually not allowed to share Touchpoints with a sister agency.
So, should Carat continue whispering to Vizeum "Could we borrow some data, please?", it will now have the IPA to answer to.