Efficiency Key to Web Ad Industry Weathering Economic Storm

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Execs also pointed to the need for standards in ad metrics, a longtime lament of agency people and marketers dealing with digital and cross-media campaigns. Indeed, the campaign reporting and measurement process can also take an excessive amount of time because publishers and third-party ad firms often provide incompatible data.

Despite inconsistency in metrics, the fact that digital advertising enables a plethora of measurement data to prove its value could help the industry keep afloat during the recession. "In a tough economy...the top honchos at these firms, they want to know where every dollar is going," said O'Regan.