The smoke and mirrors world populated by Nielsen and other metric companies has finally been called to task by the IAB.
Hardly a week goes by now without the industry looking for more and better accountability.
The recent revelation that cookies are a very unreliable way to measuring unique users comes as no surprise to those of involved in the coding end of the industry, and it seems that there's a danger that internet metrics may go the same way at TV metrics and become a myth unto themselves.
It's good to see Randall Rothenberg, the new CEO of the IAB taking a strong stance. he deserves to be supported.