As a follow-up, this is probably the key point. Yes, they have potential to be vastly superior for analytics and measurement. But that has no bearing in whether they are superior in driving value for the business.
“They have become vanity metrics, and we shouldn’t forget that behind all of this is the problem with bots and ad fraud – particularly in the programmatic buying space -and not knowing what’s real versus an algorithm. “But these technologies and platforms have the potential to be vastly superior and effective from an analytics and measurement standpoint than any of the traditional media channels.”