"Not scale for scale's sake, but scale to help the biggest brands and biggest agencies as social becomes more important, more measured, and more measurable".
The other uncertainty is more measurable.
"Digital media is more measurable than any other form of media we do.
Behind the trend is a growing notion that marketing should deliver more measurable results.
But he said he wanted more, or at least something more measurable and less nostalgic.
But the potential damage in even more measurable aspects, such as noise, is disputed.
An AIDS-specific project managed by an NGO might deliver more immediate, more measurable results.
It competes for advertising, offering firms a more measurable and precise way of reaching consumers.
"But," he said, "after it's opened and there's something that's more measurable, we're going to have more clout".
The online alternatives promote themselves as more measurable and therefore more effective in proving return on investment.
Let's settle for something more measurable: Dave Grohl is one of the more practical guys in rock.
