Measurement Maelstrom

1
Measurement Maelstrom

• Jonathan Gibs VP, Media Analytics, Nielsen
  Online
• Young-Bean Song VP of Analytics Atlas
  Institute, Atlas
• Beth Uyenco Global Research Director, Microsoft
  Digital Advertising Solutions

2
Into the Maelstrom the Burning Questions

• Do new and emerging media need third-party
  currency measures, in the traditional sense, to
  gain traction and become viable solutions for
  marketers?
• Will the nature and construct of currency
  change?
• Can the provider of the audience be the provider
  of the measurement?

3
Into the Maelstrom the Burning Questions

• How realistic is the promise of holistic
  (formerly single source) measurement?
• Can measurement companies assemble the pieces
  while maintaining sufficient quality?
• If not, can business be transacted anyway?
• Given a blank slate, what are the 21st century,
  digital-age best practices for audience
  measurement?
• How can currency metrics emerge when the media
  landscape is in constant flux?
• Where is the link between measuring audiences and
  measuring ROI?