• ClickZ, Monday, January 23, 2006 10:15 AM

It's a different world out there, to be sure, so to keep on top of things, Pricewaterhouse Coopers is saying marketers are going to need a new format of measurement, among other things. The 21 st century advertiser needs something that can measure user data across different platforms like set top boxes, computers, cell phones and other mobile devices. In theory, one day, when everything Web-based comes from a centralized, personal media hub, the IP address should do this. Now that content can be consumed across several different channels, it's time that user data can be followed in the same manner. Businesses must aggressively pursue such integrated measurement if they want to compete at the next level. They also need to listen to their customers--one of the most useful aspects of the Web for businesses. As the investment firm warns in its report, because greater amounts of data are collected on an individual basis, in a converged, on-demand and interactive world, the privacy implications become far greater.

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