Why Measurement Is Still Screwing Up the Online Ad Business

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

Ad Age, 9/20/10

The Problem Can Be Fixed, but It Will Take Your Help

Digital media measurement is a mess, and we’re all responsible for it. There are multiple vendors producing ever-growing quantities of data that often do not agree with each other, even directionally. There is no “currency” that governs the planning, buying and delivery of guaranteed audiences for advertising flights. What’s more, as an industry we have contributed and created the faulty perception that online advertising is not brand hospitable because of the way we have allowed online advertising to be evaluated and bought on direct response metrics like clicks and actions.

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