As online and traditional forms of advertising evolve, new measurement techniques are likely to emerge.
According to Werbach, online advertising will at some point be able to more accurately measure what consumers do and what they value. “Online advertising has the potential to be radically more efficient, responsive, and measurable than traditional advertising, so ultimately it will be valued using different metrics. At the macro level, advertising will eventually track user attention, which means online advertising will grow substantially,” he says.
Although these new metrics are also likely to be applied to traditional media, Williams says these will be harder to track relative to Internet advertising.