Gian Fulgoni from comScore at CM Summit

Gian Fulgoni, the CEO of comScore is on. Talking about cookies. Making the point that cookies have been the accepted measurement device for unique visitors to websites, but a very high percentage of browsers now allow users to block cookies, resulting in inflated numbers. As high as 30% are deleting cookies once a month, he claims.

He's got a slide up right now measuring the impact of search. Says direct effects only account for 16% and indirect online effects another 21%. That means offline effects of search account for 63% of how it impacts buying. Basically, what he's been getting at is the need for ROI in everything but it's really a hard thing to quantify. 

However, he's optimistic retailers are going to continue to shift dollars online. Here's a study they did on impact of online marketing to offline sales:

119% search & display

82% search only

16% display

Makes me feel good about being an interactive agency.