This interview is Quantcast CEO Konrad Feldman being interviewed by Phil Leggiere from Behavioral Insider » Blog Archive » Widgets And BT: Charting Changes In Online Behavior - read entire article
From the article:
The widget and video measurement focuses on usage of all Flash-based applications whether they occur on a publisher’s Web site or are distributed from that site elsewhere. In order to really understand the new environment of video and widget consumption you need to understand the dynamics of distribution, how and where videos and widgets are sent, forwarded or linked. You also need to understand frequency or how often a visitor is exposed to a given media element over a period of time.
This article reminded me of this quote by Richard Feynman:
You can know the name of a bird in all the languages of the world, but when you're finished, you'll know absolutely nothing whatever about the bird... So let's look at the bird and see what it's doing -- that's what counts. I learned very early the difference between knowing the name of something and knowing something.