We investigate Keisler measures in arbitrary theories. Our initial focus is on
Borel definability. We show that when working over countable parameter sets in
countable theories, Borel definable measures are closed under Morley products
and satisfy associativity. However, we also demonstrate failures of both
properties over uncountable parameter sets. In particular, we show that the
Morley product of Borel definable types need not be Borel definable
(correcting an erroneous result from the literature). We then study various
notions of generic stability for Keisler measures and generalize several
results from the NIP setting to arbitrary theories. We also prove some
positive results for the class of frequency interpretation measures in
arbitrary theories, namely, that such measures are closed under convex
combinations and commute with all Borel definable measures. Finally, we
construct the first example of a complete type which is definable and finitely
satisfiable in a small model, but not finitely approximated over any small
model.