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Want to start a brawl in online advertising circles? Just announce that online advertising should adopt the traditional media measurement metrics of reach, frequency and GRPs (gross rating points).

This debate, in fact, has been raging for years, practically a lifetime in the Web world. But the tide seems to be turning—in favor of GRP adoption.

Certainly, those opposed to applying GRP metrics to the digital realm have their points.

Digital insiders argue that standard reach and frequency metrics fail to take into account the Internet’s unique interactive qualities. Matt Freeman, CEO of Betawave, recently declared in a March Adweek article, “It’s like going to a 3-D movie without the glasses. The Internet is more dimensional, but for the most part measurement criteria are the same as for a one-way medium. You don’t have the glasses so you’re not appreciating the dimensions.”

Others contend that reach and frequency are inadequate metrics to capture the rich engagement and viral pass-along benefits of social media and video programs.

Until recently, I sided with the anti-GRP arguments and dismissed those campaigning for GRP measurements on the Web as naive, thinking, “They just don’t get it, do they?” But I’ve changed my mind, and now support the adoption of GRPs to integrate digital within the media budgets of big brands.