Updated: Digital Execs Say Metrics Are in 'Crisis'

NEW YORK The most measurable medium’s metrics are a major mess.

So says a group of digital media executives who participated in a measurement-themed panel session today at the Interactive Media Conference hosted by Editor & Publisher and Mediaweek in New Orleans.

Jason Kint, svp, general manager, CBSSports.com, was particularly frank when asked about the state of online measurement. He said the industry “has gone backwards in the past five years. There is a real crisis in metrics right now.”

A major source of the crisis is the proliferation of newer research sources: In attempting to improve metrics, they have actually made things more confusing, Kint said.

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