Has advertising achieved the goals set for it. Adam Gerber of Quantcast, thinks the title needs to change to “digital” measurement, because most of the advertising we have now were not originally created with digital media in mind.  Here’s the marketing notes for this session

Measurement 3.0: What Are The True Metrics We Should Be Measure? Sponsored by PubMatic
Friday 9/19
11:15am – 12:00pm
Session Description:
Measurement 3.0: What will online metrics look like in 5 years? How do we get where we need to go? How do we integrate video, widget, social networking, gaming, search, and “traditional” display measurement (and whatever else comes along) in a manageable, executable fashion?
Moderator:
Joe Mandese, Editor-in-Chief, Mediapost
Speakers:
Maria Domoslawska, Director-Research, Exponential Interactive
Gian Fulgoni, Chairman, Comscore
Adam Gerber, Chief Marketing Officer, Quantcast
Hyuk Lee, Director Data Analytics, Carat NY
Ted McConnell, Digital Marketing Innovation, P&G

Someone else thinks metrics should be divided to quantitative and success.

By 2020, 80% of all media will be digital.

Ok the other hand, the head of ComScore thinks digital targeting might not deliver on it’s promises, and we might be measuring a lot of “worthless” things.

Proxies for this or that behavior is not really the ultimate answer. Adam Gerber say peformance measurement is fairly well developed, but Brand measurement are very undefined, and we need to admit it.

What is “good”, as defined by “time spent” (see my Engagement Ramp posts)?

When you optimize a campaign, it will be set up one way or the other (behavior vs clicks).

In fact, the behavior of the audience your buying and where it’s actually delivered, it’s AWFUL.

ComScore and Quantcast seem to agree on this (I have a gut feeling they will partner in this, and down the line, I believe ComScore will buy Quantcast. Maybe I am all wet on this).

Tribal Fusion lady has been verify audience of a campaign using ComScore for audience measurement and Quantcast to verify, which reinforced the reliability of both.

If we get our measurement right, everone benefits. Quantcast feels they are focusing on cookie measurement in ways no one else is doing it (they supply both).

The discussion went into a heated phase on “cookies” and the lack of buy in for the vast majority of advertisers.

Questions:
Cookies inflate UV counts, but static ip counts are also a myth ( the average computer has 5 ip addresses per month).

Defining “success metrics” that are meaningful and actionable.

My takeaway is this panel was fundamentally important for me to attend.