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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.

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