Advertising Value Equivalency (AVE) has long been the industry standard for measuring the impact of public relations, however, this is no longer the case. AVEs are now considered to be irrelevant and are frowned upon by most in the industry. Currently, there is no replacement for AVEs, but why were they so important? AVEs were powerful because they provided a single number that spoke a language the board understood. Currently, there is no other single metric that does this for social or traditional media.