• by Wayne Friedman , Staff Writer, March 23, 2009

When will the Internet research model in aggregate audiences extend to other media? First, the Internet needs to get its own house in order.

“We still don’t understand the online audience,” says Frank Addante, Founder/CEO of The Rubicon Project. “If you don’t who they are, how do you pass this along to other medium?”

Addante believes for this to work one needs to be believe that all media will eventually be consumed over IP networks. But he believes right now no one can put a time frame around when all this will happen.

A related problem â€" storage. Greg Green, managing director of Global Client Solutions for Publici’s VivaKi says: “No one has the infrastructure,” he says. “Right now we are at the beginning of leveraging our data.”