Shifting Goalposts: Future Proofing Ad Measurement in the Age of Fragmentation

Today’s measurement landscape is pure chaos. Everything from changing consumer behavior and converging media channels to shifting technology standards are fueling the fast-paced and complicated ecosystem. This dynamic prevents consistency for marketers. So, where should marketers place their bets and invest when it comes to measurement? Will we ever return to a world with a few reliable standards, or will constant change be the new status quo?