The lack of a standard is a big problem. It's creating confusion and an aversion to spending. According to Booz Allen Hamilton, 98% of media executives say this deficiency is inhibiting marketers from spending more on digital.(Via Steve Rubel.)
I am glad to know that they industry is aware of the problem and at least moving towards a solution. If writers are to be paid, online advertising needs to expand. Advertisers need to have some from of reliable measurement and there needs to be an end to sleazy practices.