Visible Measures says when new ad campaigns start, that means a big bump up in YouTube views for a brand's existing ads.

The CBS research chief, speaking at Advertising Week on Wednesday, said this may be the media industry's greatest period of waste ever. Poltrack complains that the shorthand -- "millennials don't watch TV" -- is sometimes fortified by dubious sleight-of-hand stats. Advertisers are shucking "reliable, consistent metrics" for digital massages.