Editor’s note: Steve Cooke is global product manager for media measurement at research firm GfK. This is an edited version of a post that originally appeared under the title, “What is the future of total media measurement? A global perspective.” 

As the future of total media measurement is always a hotly debated topic, GfK invited industry experts to a roundtable discussion on how the landscape is changing. Participants included Google, Facebook, CIM (Belgium), UKOM (U.K.), CIMM (U.S.), MMS (Sweden) and PMA (Netherlands).

Here’s a taster of the four key themes that emerged.

When we look at media measurement today and imagine its future, a key question is: Does it make sense to develop increasingly complex and sophisticated methodologies?

Although modeling media measurement data alongside panels is a fact of life, we found widespread support for the methodological purity of panel measurement – albeit recognizing its limitations. In comparison, the myriad approaches available today causes confusion and everyone needs to be clear what hybrid, cross platform or total measurement offer. This is particularly essential now as we try to make sense of changing consumer behavior and different means of measuring it.

“It is the most extensive modeling we have ever done … what we are hoping for is that the aggregate results are right. […] And that’s difficult to sell to TV people, because they’ve lived for decades now with the idea that they already have the best possible audience research.”

– Stef Peeters, CIM

Our second topic related to tomorrow‘s measurement, addressable TV, programmatic and the total customer view. While a number of panelists were fairly dismissive of the impact of addressable TV advertising, Google and Facebook saw more significance in these innovations. Now that broadcasters and publishers are generating more data that can be linked back to consumer purchasing, ever...