Web advertising adspend - 3.7 percent of ad budgets last year, according to the Interactive Advertising Bureau - remains small because unlike TV there is no generally accepted measurement system comparable to Nielsen ratings, according to Ted McConnell, Procter & Gamble's manager of interactive marketing and innovation, reports MediaPost. Speaking at Ad:Tech in Chicago on Monday, he said what's worse is that new online products come with their own sets of measurements - that's like cars having non-uniform speedometers, he said.

Referring to Nielsen ratings, despite its shortcomings, he said, "Why haven't we gotten a measure like this for interactive?" he asked. "We keep acting like the competition is us, but really it's traditional media." Media buyers take comfort in Nielsen's consistency and reliability, he noted.