You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Yes, Web Advertising Scales -- If You Measure It Right Why a Lack of Standards, Even for Basic Demographics, Hurts Us Online By Scott Knoll, Published on July 06, 2010 6 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.