With $700 billion in annual digital ad spend, it is shocking to learn there is no de facto standard to judge success. With open web challenges like Made-For-Advertising websites on one out of five impressions, or CPM pricing variability, to walled garden challenges around transparency, as well as limited visibility into algorithmic decisioning, we continue to need to navigate these show stoppers. That’s before we mention privacy issues and AI, both of which come with significant pros and cons and may serve to be the most constructive or destructive inputs to measurement. In this session, Jonah Goodhart shares an overview of the digital advertising landscape as it relates to measurement and how innovative approaches and responsible AI can be part of the solution.
