• by Joe Mandese  @mp_joemandese, July 22, 2010

Why should analogue measurement firms care about the digital marketplace? Andy Fisher, executive vice president-global data & analytics director at Starcom MediaVest Group has a great metric for explaining that: Dollars.

The combined value of all of the analogue measurement tools sold to date, have "sold for less than DoubleClick," Fisher said during the Multichannel Measurement panel at OMMA Metrics & Measurement this morning.

Fisher, of course, was referring to Google's 2007 acquisition of DoubleClick for $3.1 billion.