My colleague, Jonathan Carson, CEO of Nielsen BuzzMetrics, did a nice interview with Dow Jones in anticipation of his keynote address at the upcoming Dow Jones Web Ventures Conference in Silicon Valley later this month. He talks about new advertising models and the necessary accountability frameworks to support them. Just as mass media ad-models are eroding, so are many of the existing research accountability frameworks, which also rely on mass-media assumptions. The future increasingly will be about making sense of the digital breadcrumbs, broadly and in the niches.