Online media measurement is apparently too complicated. But rather than slowing down to explain and bring people along we’re giving up altogether and going backwards. Really? GRPs over individual user targeting or frequency to conversion analysis? Reach/frequency over behavioral, affinity/predictive, or contextual? Maybe we should toss third party ad serving out the window and just have Nielsen tell us the next day if any of 350 people remember seeing the ad via a diary. Yeah, that’s it!
Kudos are due to those that create new markets, like the first ad networks, BlueKai, Tumri, MySpace, and Twitter. Somehow these experience mass adoption and involve people learning how to do new things in new ways but media measurement can’t get that same traction. Reverting back to T/GRPs and R/F is not the answer – nor is throwing out a 728×90 and calling it a 3c x 1.25″ (for those of you old enough to calculate newspaper column inches!) As always I’d enjoy your feedback.
