• by Joe Mandese  @mp_joemandese, June 9, 2009

That’s what a frustrated Scott Ferber, the founder of advertising.com who helped figure out the one thing for the ad network marketplace, and who is not trying to crack the “one thing” code for the online video marketplace.

“The one thing I can say consistently, is that no one has the one thing,” Ferber said, in response to a question from comScore’s Tania Yuki, postulating whether it could be, “the GRP.” See my earlier post on that, but basically, it is television’s “gross rating point” metric, which still is (for the moment being) the TV industry’s standard bearer.

Andrew Budkofsky of Break Media, said his online video firm has been trying to sell advertisers and agencies on a similar metric, but so far gets only lackluster responses. Basically, he said Break ahs been offering to “guarantee demographic CPMs” of an advertiser’s target audience.

“That’s actually a TRP,” Ferber corrected, referring to a “target rating point.”