IAB-Measurement-Map-Video Standards
MEASUREMENT MAP: VIDEO INTRODUCTION Measurement is central to powering the digital advertising ecosystem. Measurement systems generate metrics that are currency for buying and selling advertising. Standardized quality measurement is the basis for understanding how ads perform and if goals are met. The current state of data is fragmented and with the impending loss of third-party cookies and identifiers, the industry faces significant measurement and attribution challenges in the areas due to: • Inconsistent data • Unorganized data • Minimal standards • Technical obstacles • Lack of education/kno
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