Advertising Age Article Abstract
IAB CEO Rants Against Audience-Measurement Complexity
3 Minute Ad Age, Dec. 9, 2008
NEW YORK (AdAge.com) -- Online and bricks-and-mortar marketing are being crippled by a "crisis of complexity," said Interactive Advertising Bureau chief Randall Rothenberg. Speaking at yesterday's Audience Measurement Leadership Forum at the Roosevelt Hotel, the IAB president-CEO went on a bit of a rant. He called on the industry to address the fact that audience-measurement concepts and techniques have become so incomprehensibly complicated that the majority of marketers still use guesswork to determine their annual media strategies. ...