• by Joe Mandese  @mp_joemandese, February 24, 2010

Nielsen Online’s John Burbank made some predictions about the winners and losers that will emerge in the online audience measurement business over the next few years.

“The losers,” not surprisingly, are going to be “those folks who are completely wedded to impressions,” Burbank said.

“The winners,” conversely, “are going to be those publishers who are actually willing to guarantee. Instead of those 100 million impressions, I’m going to guarantee you women 18-49.  And that’s going to be a big win.”