Last week's post touched on the importance of accurate, independent audience measurement. The reasons are clear; the joint industry or JIC system, used widely except in the USA (where a collaborative approach comes to much the same thing) may date back years but it has without question benefited the industry as a whole. Except when it comes to digital. Here the need for independence and objectivity has been highlighted by what will no doubt become known as L'Affaire Facebook. The whole argument is put very well here by Richy Glassberg from Medialets, a GroupM business. Many agencies, not just GroupM have made this point and made it well. Indeed it was a sharp-eyed researcher at Publicis Media that spotted the FB issue in the first place. But why don't the agencies get as heated or contribute as much to the debate when it comes to other more significant (in terms of money spent) forms of media -- like TV?
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