Measurement that is not 3rd party verifiable puts the advertiser completely at the mercy of the media provider. Should you have to take the providers at their word when your valuable marketing dollars are at stake? And measurement that can only apply to select media partners can be problematic. How do you compare performance against other partners? How do you optimize?
In the end, advertisers hold the budgets and with them the power. No advertiser should be forced into accepting a measurement platform driven by the media provider. We encourage all advertisers to take an active role in the process to determine how their campaigns are ultimately measured.
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