The question digital media folks have is whether to use GRPs as a scale for video or not. TS Kelly weighs in here with a guarded “yes but…. and….” answer which makes sense. At least until we can get the research, analytic, advertiser and trade organization people to agree on the need to revamp and improve the GRP model. However we cannot wait forever and using GRPs as a standard applied to digital video ends up making us dumber about using online video then we need to trash it fast.