Rothenberg says, "c'mon everybody let's simplify"

While I could have been at the Interactive Advertising Bureau audience measurement conference, or at the UBS Global Media Conference watching the world crumble around me, I've been sitting at home these last few days. Actually, maybe that's not such a bad thing. However, had I gone to the IAB meeting, I could've heard IAB chief Randall Rothenberg decry the increasing complexity of online measurement. Sounding an alarming note, Rothenberg said: "What if [medical research] got so complex that doctors didn't know how to do operations? ... that's kind of where we're heading in interactive media and interactive media research." Citing a McKinsey & Co. study in which 80 percent of marketers admitted that much of their media decision-making was either guesswork or based on the previous year's numbers, Rothenberg said that there are only three conclusions which can be drawn from that fact. No. 1 was "All marketers are stupid," No. 2 was "All marketers are lazy." To see what no. 3 was, watch the clip above from 3 Minute Ad Age. You can guess which one Rothenberg chose.