A little while ago, the ABC client communications team approached me to write something about best practices for digital measurement. They pointed to a bunch of things like the growth in fraud and non-human traffic; the need for better and more comprehensive viewability measurement; the need for better demographic measurement on various devices; Facebook's repeated self-admitted measurement errors, etc. I started to pull together a comprehensive answer, looking at the various technology solutions, the different vendors, the different approaches. But then it hit me. One elegant solution that solves nearly every problem. Don't buy crap!