The push to develop online advertising effectiveness metrics beyond counting clicks is admirable. Necessary actually.  View-through tracking, Dwell, and the aforementioned mutant offspring of GRPs are examples. And they all efforts to make measuring online more like measuring TV. (And, we suspect, a gambit to make digital pricing more like TV pricing as well). But

We are off to Ad Tech London next week in London, Sept. 21-22. So if you are there and want to talk about what happens beyond the click, give us a shout or follow us on Twitter @glibhippo.com