Click Counting, Gold Mines & IAB Standards


Another effort to deconstruct IAB’s Nomenclature Project … Sarah Lacy does a good job of laying out the project, reasons for metrics standardization — and the problems achieving that goal. One of the biggest challenges: the detailed data that can be generated online may be getting in the way. David Hallerman, senior analyst eMarketer, says a lot of the stats are overload that most marketers don’t need or can’t use: “In some ways the online-ad industry might have to sacrifice a level of detail in order to have greater simplicity of measurement, making it more palatable for traditional advertisers and agencies.”

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