The Truth About Media Measurement

Randall Rothenberg

This 2009 article, by the president and ceo of the IAB, looks into current trends in interactive ad metrics.

The Truth About Media Measurement

Randall Rothenberg

There's more work to be done if the interactive advertising industry is to fulfill its potential and achieve simplicity, clarity, and consistency in metrics

The interactive advertising industry is in a crisis – and it's not the economic crisis. We are in a crisis of complexity. The daily reality for marketers, agencies, and publishers is that they are weighed under by the burdens of selling, planning, buying, placing, and measuring advertising. Research is not the cause, but it's certainly fundamental to the problem.

From the beginning, members of the media and marketing research...

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