Quantcastic!

I've been thinking about this AdWeek story, which presents Quantcast as an alternative to panel measurement providers such as Nielsen and Comscore. It's not.

OK, first post. I'm still working out my rationale for this but basically it comes down my appreciation of Quantcast making the first serious attempt to provide open, reliable web audience metrics. All the various toolbar, panel and ISP metrics systems have deep biases that provide flawed results. As an example: Alexa (which Quantcast relies upon for a portion of its non-tracker site data) is terrible because it's subject to insane levels of manipulation by site owners' promotional efforts.