This is my opinion about the recent IAB, ANA and 4A’s principles for online measurement. If you don’t like rants, or think the advertising associations can do no wrong, stop reading and go back to Lycos. Otherwise, read on and share your reactions in the comments below.
The IAB, ANA and 4A’s recently outlined five measurement principles as part of Making Measurement Make Sense. The objectives, outlined below, are admirable:
- Define transparent, standardized and consistent metrics and measurement systems to simplify the planning, buying and selling of digital media in a cross-platform environment.
- Drive industry consensus around a solution.
- Establish a governance model to support ongoing standards development, manage change and ensure compliance.
The problem is, as someone that has spent the last ten years (gulp) in this industry, the principles and their intended impact are mostly nonsense. [Read more…]