Quote, unquote: many vendors, many metrics, no standards

"If there is no agreed-upon methodology for how consumer engagement with media is counted, then there certainly aren’t any shared definitions for the metrics buyers use to evaluate a publisher’s mobile app or site or a successful mobile ad campaign. Without clear metrics and an established currency, the ability for an efficient marketplace for mobile media to grow will continue to be stymied."

-- Eric John, vice-president, digital services for Alliance for Audited Media, writing on his blog about the bewildering variety of vendors, measurement methods and lack of standards.