News Observer Effect: Why media measurement remains perpetually broken Soumya Gupta 6 min read 07 Dec 2025, 02:00 pm IST The allegations assume gravity given that thousands of crores of advertising money are channelled to various media on the basis of their reach, measured by Barc. (ISTOCKPHOTO) Summary 25 years ago, the business of advertising moved online with the promise of better measurement and more accountability. Traditional mediums followed suit so that today, advertisers and publishers are drowning in data.
