comScore's Fulgoni on the future of marketing research
Geoffrey Precourt Warc
In the pages of the 50th Anniversary issue of the Journal of Advertising Research (JAR), Gian M. Fulgoni, Executive Chairman of comScore, wrote: "The emergence of online research has not been without controversy. Described as 'the most measurable medium ever created', the internet initially was believed by many to be easily and accurately measured using website servers that recorded every visit to a site or every ad delivered."
It was a prophecy that is still largely unfilled and will remain so, he added, until the new generation...