While comScore provides a fantastic service -- I don't think we need to rely solely on panel data to measure the impact of online advertising on offline sales. There are a number of ways to do this and I'll get into the details over time.
In the meantime, it's great to see reputable trade publications pointing out the true legitimacy of online advertising as a medium. This doesn't mean it's easy to do online advertising well, or that every online advertising campaign will succeed.
With the right strategy in place -- and the correct follow-through on that strategy, the possibilities are significant.
