Is it advertising or PR? How do you measure it? I spent this Wednesday contemplating that while attending the event held in SF’s Presidio. Disappointed by the lack of on-stage decorum but oh well.

Still many questions linger about measurement…fewer answers. Of note:

• ComScore’s Gian Fulgoni – Despite PA-system glitches, Gian brought up their research on cookiesnot being infallible; he also reframed the “hater” questions about ComScore’s panel-based approach as about Basic Sampling Methodologies, i.e. Market Research/Statistics 101; Chicago-based Gian also dispelled a few myths about the growth of the ComScore panel and suggested that next year Mac users will be included.
• Meet-up’s Scott Heiferman – The Heif managed to insult agencies and advertising clients but let everyone know that Meetup is now accepting sponsorships! huh? Scott wants you to know he favors Obama, all while throwing f-bombs for some reason; glad to hear that Meetup is now at breakeven AND doesn’t need any VC money. BTW, did IScott hails from suburban Chicago.
  
• Quantcast’s Adam Gerber– Fascinating product with lots of potential; they don’t exactly spell out what their business model is for some reason.
• Dave Smith of Medismith – Dave brought a rapidly escalating rhetorical 50,000-foot conversation down to Earth with one line: “…but I have campaigns to run.”
• FM’s, John Battelle – for a few fleeting minutes, the Conversational Measurement Toolbox was being dangled, it was live…so close yet so far away. When can the clients beta test it?
• Starcom’s Susan Desmond – fielded an unusual question from host John Battelle (bordering on obsequious) about Mad Men -“Was it really like that in advertising?” Susan was bullish on analytics in the emerging digital media agency; Susan is also based in Chicago.

Hmmmm…