There are a lot of challenges to delivering content online, but measurement is an often overlooked problem. Last year, the IAB challenged ComScore and Nielsen NetRatings to submit to a third party audit, and competition in the online video market continues to prompt debates about the best way to measure internet usage.

On a FutureTV panel today, Veoh President Dimitry Shapiro lashed out at what he sees as major inaccuracies, saying bluntly “ComScore measurements suck” and citing ComScore traffic numbers that he said were far below those of Veoh’s server logs, a discrepancy Veoh has been fighting since June.

ComScore, which relies on panels to judge online viewership insists that its numbers are at least as reliable as other forms of measurement due to issues like cookie deletion.

As more content moves online and the value of the digital media market grows, the importance of accurate metrics and industry-wide measurement standards will continue to increase.