In many countries, media measurement is privatised. It is owned by broad casters, advertisers, media agencies and radio stations. Since the 1990s, online has been added. Online measurement of computer, mobile and tablets is done. TV is measured in terms of live, time-shifted and replay. Radio audience is measured. This is done through a panel. TV replays are through personal recorders and there is video-on-demand viewing. It is called time-shift or replaying.

By 2016, there is measurement of four screens. There is a new technological system to measure online. It is video census measurement. The participant channels embed SDK — a sort of counter or cookie in their apps. It captures the census data, i.e, how many people are watching. It does not measure viewership. TV viewership is about the people reached weighted by the time spent. The measurement is through panels. The four devices are tracked based on census plus panel data.It is a hybrid system.

Advertising is sold differently on TV, desktop or the phone. Online ad inventory is sold without time spent. They are thinking of online metrics being offered in terms of GRP. Ad server economics relies only on demographic targeting. There should be a push for behaviour-based targeting.

It is difficult to work with international platforms who do not accept SDK on their site. Efficiency is measured in terms of clicks or cost per acquisition. In video, one has to measure image building and awareness. Here data about reach and demographics is required. These metrics cannot be given by the company that sells advertising.