We need to find a way to figure out what gets there and what doesn't. It's clearly a stumbling block, and it's a frustrating experience for all of us. In some ways, though, online media is being held to a higher standard because it is technologically possible to measure the delivery. After all, it isn't possible to determine whether a magazine or newspaper reader actually flips past the page that contains the ad. But, because the measurement can be done, advertisers and agencies demand that it be done.
Agencies approach it from what advertisers want.
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