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?”).
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