Commentary: Who Owns Metrics? Building a Bill of Rights for Online Advertisers

Benjamin Edelman

Harvard Business School

Online advertising presents remarkable efficiencies—better targeting, improved measurement, and greater return on investment. By dramatically lowering distribution costs, online ads cut fat from placements that had assumed significant waste. Pairing precise measurement with increasingly specific targeting, online ads can show the right message to the right user, with commensurate increases in effectiveness. Furthermore, online formats invite interactivity—not just text, pictures, and videos but evaluation, discussion, and customization. The opportunity is staggering.