The Evolution of Metrics
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A long time ago in a flackdom not too far away lived a gaggle of PR professionals that were under the impression the only way they could quantify what they did for a living was through an obscure metric known as Advertising Value Equivalency (AVE). Since 1949, AVE has been heavily debated — albeit, it’s been used by agencies across the nation — but griped about nonetheless.
Then, some highfalutin flack questioned the ethics of it all because ad numbers tend to be, shall we say, mercurial.