If you can’t teach an old dog new tricks, can a new medium learn to play by an old rule book?

Nielsen’s new Online Campaign Ratings mechanism seeks to measure online viewers as people, not clicks. That’s just what TV has done for decades – and that’s just fine for now, according to Nielsen’s media client consulting VP Andrew Bradford.

“In the future, hybrid measurement for television is on the horizon. But, right now, the bridge between online and television is ratings and demographics,” Bradford told Beet.TV’s recent London Video Ad Strategy Summit. “People are the most indivisible unit.”