Mediasmith's Dave Smith and Atlas' Young-Bean Song discuss issues affecting effective measurement of online media.

The web is fond of calling itself, "the most measurable of all media." Yet, 10 years into development, there remain many measurement issues unresolved.

These issues include:

• We have yet to succeed in being able to implement frequency caps on full campaigns.
  
  
• The reach and frequency efforts to move away from the theoretical (site potential) and reflect real delivery of a campaign (using 3PAS or other technologies) has been all but abandoned. Can we live with a metric that is not the equal of its traditional media counterparts and overstates the delivery of our campaigns?
  
  
• The important metric of viewthrough is not accepted by many clients and agencies because of its inability to find a method for true attribution. Yet it is necessary for many campaigns to pay out on an ROI basis. Isn't it time for an industry initiative to promote this important metric?
  
  
• Optimal frequency has been regarded as one of the most important strategies to reduce advertising waste and improve performance (frequency capping). But how do you determine what level of frequency will meet profitability targets for a specific client without a considerable amount of investment? How do you calculate conversion rates for different levels of frequency? And when are we going to have the tools to implement frequency capping on a campaign basis?

Dave Smith and Young-Bean Song discuss how the interactive industry can step up and be measured correctly.

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