Independent Business, Technology & Culture
Sunday, August 16th, 2026 105 stories Independent & Reader-Supported
The search for a single currency of audience measurement has been abandoned in practice if not in rhetoric. What replaced it is messier, more honest and better suited to how media is actually consumed.
Deployment has run well ahead of measurement. A striking number of production systems have no defensible answer to whether they are performing better than what they replaced.
Organizations keep buying infrastructure to answer questions they have never agreed on the wording of. The disagreement is not technical, which is why the technical spending does not resolve it.