The topic of truth came up recently as it relates to digital metrics. It was a discussion about third-party survey data versus first-party analytics. If given a choice, of course, everyone would want to count every single X in a given report. Third-party survey data inserts at a point when all of that data can’t be pulled together in an apples-to-apples manner.

However, the word TRUTH entered the conversation, and it struck me that given the history of digital media and sales, we’re in a tough spot related to truth.

Digital Metrics and Truth