Last up in my crowdsourcing of CM Summit conversations is Gian Fulgoni, Founder and Chair of Comscore, the controversial and defacto measurement service for the Internet.
My own view of the company has become more nuanced in the past year or so. I am on the board of the IAB, and Comscore, along with rival Neilsen, have agreed to undergo an MRC audit to address, once and for all (we hope), the discrepancies between their panel based measurement systems and what publishers see in their own logs. Fulgoni has been vocal in his defense of Comscore’s weighted approach, which he says takes into consideration factors that internal logs don’t – in particular multiple IP addresses and cookie deletion. Sound boring? It’s not, if you care about the future of the entire marketing ecosystem.
My questions for Gian include:
- Explain cookie deletion and multiple IPs – why are your estimates of web traffic so much lower than ours?
- What do you make of the upstarts looking to overtake your business – Quantcast and Compete?
- Google AdPlanner?
- How does one measure rich and streaming media?
- What about more complicated stuff like CM?
So what do you want to ask Fulgoni?
Other CM conversants, still eager to hear your questions (the conference starts Weds. morning):
David Rosenblatt (CEO DoubleClick, now at Google)
Laura Desmond (CEO Starcom)
Joel Hyatt (CEO Current)
Evan Williams (co-founder Twitter)