NEW YORK (AdAge.com) -- Should Google submit the protocols of its new TV Ads system's audience measurement functions to the Media Rating Council for accreditation? That seemingly mundane question sparked an intense exchange beween Google TV Ads product manager Keval Desai and Clear Channel EVP for global research Tony Jarvis. See the video of their verbal clash at the recent Advertising Research Federation's Audience Measurement 3.0 conference.
