• by Gavin O'Malley , Staff Writer, June 9, 2009

The metric industry’s still focused on the wrong thing, according to Adam Gerber, Chief Marketing Officer at measurement startup Quantcast.

“Measurement” -- by which Gerber means its most traditional form -- “is about measuring things that happen in the past.”

“What we need to be about,” he added, “is activation … That’s not going to be solved by traditional approaches.”