Both media companies and marketers have been honest about the industry's shortcomings, acknowledging that they are often trying to nail down a moving target as new platforms continue to pop up. They also recognize that both Comscore and Nielsen have dealt with corporate struggles — accounting issues at Comscore, a GDPR-related investor lawsuit filed against Nielsen and management upheaval at both companies — that may have detracted from their measurement businesses. Both companies "moved 20 percent of the way to the middle and stalled," said Steuer.