The presentation will address our beliefs of "why" it is important to measure the web, and "what" it is meaningful to measure. I will outline our view of how traditional media measurement compares with the present and future of Web measurement, and what the key challenges are in Web measurement. I will also describe I/PRO's principles towards analyzing traffic at specific sites, and our approach towards learning about consumers. Finally, I will explain our view of how organizations and consumers can develop a win-win scenario that delivers information to the sites and value to the individuals.