• by Joe Mandese  @mp_joemandese, June 9, 2009

That’s right, the Quantcast CMO, and former Madison Avenue digital media honcho, says measurement is DOA.

“Measurement is a thing of the past,” Gerber said, echoing, “Measurement is about measuring things in the past.”

In its place, Gerber is advocating a “new word” and it’s a word that has become popular among some agencies, including Gerber’s old shop, MediaVest.

The word: “Activation.”

“What we have to be about is activating audiences in real time. And that’s not going to be solved by traditional measurement approaches,” Gerber admonished. Wow, what a way to begin an audience measurement panel discussion.