I was recently reading an article by Facebook’s head of measurement, Brad Smallwood. The topic was the inadequacy of existing techniques for gauging reach and, to a lesser extent, the poor state of existing tools for measuring campaign performance. Anyone who has worked in marketing, at an ad network, or at a technology enabler for marketing is very familiar with this topic. Truthfully not much has changed in the measurement and analytics business for quite some time; innovation has been rather lack luster. I have to wonder whether GRPs (gross ratings points) or other tools that measure reach and frequency across multiple media types really the way to go, or is it just a bit of smoke and mirrors to help facilitate media buys?