In last week's post I went on a rant about the industry's obsession with big numbers and our apparent lack of concern over misusing terms. I moved on to discuss how our U.S. friends have got to the point where they are considering multiple currencies to measure video audiences. I fear this will be a disaster for all but the technocrats who finally get a platform to discuss their theories around angels and pins. For the rest of us (especially those of us who remember the painful debates in the U.S. around readership measurement methodologies that led to different vendors using different techniques to measure allegedly the same thing) it will add little to improving the craft of advertising.
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