I doubt that we can achieve absolute objectivity, that's why I wrote that I consider it fairly objective, not that it is. That said I don't see a reason why should Columbia Journalism Review or Poynter Institute be any better arbiters of what is correct way to measure bias. (Especially because both are competition.)

Also Poynter Institute has record of "weaknesses in the methodology".[1]

[1]: https://en.wikipedia.org/wiki/Poynter_Institute