It seems like just as I wrote a post about the WSJ article, I see another article in the New York Times adding to the flames of publishers and vendors squaring off on measurement.

Along the lines of the what I wrote before, every vendor (ComScore, Nielsen) does measurement in their own way. Publisher server data doesn’t remotely match. Vendors who use panels do have problems with measurement because they are extrapolating based on the small number of hits their panelists make. and, since these are consumer panelists — not business panelists working behind a company firewall — they really can’t be getting all the data they need to extrapolate well.

The rub is that online advertising will grow more slowly if measurement isn’t standardized in some way.

Tags: Social Media Metrics //