My morning reading today surfaced two interesting announcements regarding ad measurement.

First, MediaPost's OnLine Minute announces that NetRatings finally is extending its web measurement to online video, and will develop a way to measure combined viewership for video consumed both on TV and on the Internet.

"NetRatings says it will beef up existing Nielsen/NetRatings products and patented technologies in order to properly measure digital media usage and work with Nielsen Media Research to develop integrated measurement services for Internet and television convergence."

Second, the next volley has been fired in the battle between programmers and advertisers over how to handle the increasingly substantial problem of time-shifted TV viewing.  MediaDaily News claims it has gotten its hands on a Nielsen report which documents that–surprise, surprise–"the impact of time-shifted viewing will be profound on the broadcast networks."  You may recall that a few weeks ago the major broadcast networks conceded that they would not charge advertisers for ads that are viewed on a time-shifted basis. Now, though, the broadcasters are working with Nielsen on a plan to measure commercials viewed both live and time-shifted. We'll see where this goes, but you can bet that we have only seen the tip of the iceberg of the time-shifted advertising problem.

In my view, the mass adoption of time-shifted TV viewing will ultimately be viewed as one of the more important developments in the media industry, up there with the emergence of broadband as a key platform for TV and video content.