Jaffer Ali, the semi-retired CEO of EVTV1, and a jovial industry colleague is usually good for some creative commentary and periodic fire-starting.

Today’s piece “Driving In The Rear-View Mirror” published in Mediapost, required a response as I completely disagreed with it.

http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=113117

This notion is nothing new. In fact, I know it has been on the radar since the Web 1.0 days; check out the original 1997 Lilypad white paper discussing time-shifted response-behavior and measurement:

http://www.seicheanalytics.com/consulting/lilypad.html#bapm

(See Figure #C.)