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

In the beginning there were page impressions. The web was understood as a better version of television. How many times was the ad shown and to how many people? “We can track that in a way we can’t with TV. Fantastic!” From that, CPC evolved…”Whoa. Hey. We can measure how many people interact with our