But does it have to be this way?

Howard Stern via Jeff Jarvis: How advertising works.

Also a quandary: The less measurable it is, the more valuable it is.

Sounds like oldmediathink, but there is some truth to it. But tell that to all the print advertisers who've asked me (in my past life) for Google-esque ad rates.

I see a cycle. The aughties will be about precision. The teens will be about the unmeasurable.