Two days ago, I had the pleasure of briefing the industry that interactive advertising revenue in 2011 once again broke records. In the Q&A session that followed the revenue briefing, there was a question that instantly brought Making Measurement Make Sense (3MS) to the forefront again. We all know that any conversation about ad revenue is inextricably tied to measurement and metrics. In the advertising business, metrics are as much a part of what we do as creative executions. Measurement and metrics provide the currency without which there can be no transactions.