Measuring media is a necessity for any business or company wanting to succeed in the current digital climate. The problem with measuring media is that some companies don't operate within the honor code and store users personal data. There's been several high profile instances of Facebook allowing its users data to be recorded by partnering companies.
I don't think people have a problem with companies measuring our usage tendencies, or have a problem with companies measuring our shopping tendencies. These companies just cant seem to stay within a safe distance of invading our privacy. Measure my site usage but don't start sending me emails or text messages offering me stuff. I still interact on a few traditional style message boards, and anytime there's a sense from the users that they are being "measured", they always express their displeasure because there's been an invasion of one's digital space.
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