Filloux cites the rise of real-time reporting software, such as Chartbeat, improvements to technologies used to monitor customer browsing habits and the inherited nature of panel-based data gathering as indicators of its imminent obsolescence.
"Internet measurement techniques need a complete overhaul. New ways have emerged, potentially displacing older panel-based technologies. This will make it hard for incumbent players to stay in the game," wrote Filloux.
He suggests that Google are in the best position to start "fingerprinting" the digital footprint of online consumers.
"The search giant knows already much more about sites than most publishers do about their own properties. The only thing that could prevent Google from entering the market of public web rankings would be the prospect of another privacy outcry. But I don’t see why it won’t jump on it – eventually. When this happens, Nielsen will be in big trouble."