Previously I talked about how value exchange innovation can make for a winning proposition for consumers, marketers and media companies.  Another big media challenge -- measurement -- demands a similar value-driven, common-sense approach.  For a long time now, advertisers and agencies have been drowning in digital campaign metrics -- total impressions, viewable impressions, audience reach, in-demo performance, clicks.  Of course, none of those metrics actually say how much impact you are delivering and wherein the brand funnel performance is occurring (or in English: “Did the ad work?”).