It’s not yet 9 a.m. on this foul weather day, and Audience Science CEO Judd Hirsch is already showing us “the way,” i.e., how to reach online audiences in more efficient ways, and monetize the value of inventory at “higher levels.” A bit of trivia: According to Hirsch, Audience Science actually coined the term “behavioral” -- something for which he apologies because it’s actually “created a few problems” of understanding. The company’s key differentiator: All the data it collects is through contractual relationships, according to Hirsch.

Just so we’re clear, there are three distinct forms of video impressions on the market, today: “paid”; “owned” (by a particular publisher); and “earned” (in a social context). Perhaps as a result, “Folks have no idea what realistic performance expectations really are,” says Matt Cutler, Chief Marketing Officer at Visible Measures.

“Icky” is how Luane Kohnke, SVP and Managing Director of Analytics & Accountability at R/GA, describes today’s best mobile measurement tools. “Icky” as in “you don’t know what you’re measuring,” says Kohnke.

The industry has yet to realize the promise of a fantastically measurable Web, says Scott Knoll, SVP and GM at Aperture -- a Datran Media Company. That, however, is sure to change in the next few years.

How are companies continuing to fumble their approach to social media measurement? How much time you got? For one, marketer’s will continue to draw false conclusions from brand measurement data until they begin factoring every interaction -- and social interactions in particular -- into the equation, says Katie Paine, founder and CEO of KDPaine & Partners. To boot, too many companies are doing the equivalent of walking into a cocktail party, and yelling at the top of their lungs. Socially, so déclassé. Another one of Paine’s partners considers a successful social strategy to not be mentioned at all. …