Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

IAB CEO Rants Against Audience-Measurement Complexity

3 Minute Ad Age, Dec. 9, 2008

By Published on .

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.

Advertising Age Embedded Player
In this article:
Most Popular