"I"ve been in the measurement business now for close to 50 years, and I don"t think I"ve ever seen a situation as challenging in measurement terms as we have today." So said Gian Fulgoni, co-founder and CEO of measurement and analytics company comScore, addressing IAB Interact, the conference held by IAB Europe in Amsterdam in May 2017.

One of the biggest challenges facing the industry is the difference between what it believes it is measuring, and what it is actually measuring. "Computers are providing us with a lot of solutions, but they"re also providing us with a lot of challenges," Fulgoni said. Computers give so many metrics that it"s difficult to understand what is useful and what is accurate.

"Clicks on ads have been used as a measure for effectiveness for a long time," he noted – and even though click-through rates (CTRs) have dropped to practically nothing, a third of agencies and advertisers continue to use CTR as a key indicator.

Source: Google Double Click, November 2016-April 2017. Via ComScore.