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Does the internet have a measurement problem?

October 23, 2007

You’re hearing measurement as one of the reasons that buyers are not
moving even more money online,”
said Wenda Harris Millard, president
for media at Martha Stewart Living. 

This quote appeared in today’s New York Times story on web measurement.

Television has been plagued for years with measurement problems that don’t seem to be going away anytime soon.

At first, clients loved the internet because it was driven by performance, but now impressions have become the currency and not suprisingly, problems have arisen over what should be measured

You would have thought 50 years of experience with television advertising would have taught everyone some critical lessons about measurement. However, this doesn’t apear to be the case. There’s an urgent need for some real acountability here, especially with some people doing everything they can to “game” the system.

Despite, the promising picture that ermerged when the internet first came onto the scene in the mid 90s, it appears that we are no closer to solving the problem of understanding which 50% of a client’s ad budget is wasted.

Posted by Ed Cotton

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