Hot off the press today is the news that Nielsen has released their newly approved multi-screen metric enabling them apply TV-style measurement to online advertising. While digital champions may not necessarily agree that TV metrics are relevant to online, those working with traditional marketers will understand the importance of talking a language familiar to them. If online advertising can be measured in a way that is comparable those mediums that have been in existance for 50 years, we are then in a position to demonstrate the value of digital and what it can add to the channel mix. It appears this methodology may focus TELL communications (TV, banner ads & online videos) and potentially doesn't cover the spectrum of digital (social, e-commerce, search) but is another step in bridging the knowleget gap & understanding of the benefit of online media. Exciting times!