In an era when the major internet platforms’ share of advertising spend looks set to increase, and no media plan is (seemingly) complete without the slightest hint of AI, there’s a growing curiosity to probe what goes on inside those black boxes among advertisers.
And away from the headline-grabbing platforms such as Google’s Performance Max, Meta’s Advantage+, or Amazon’s Performance+, growing attention is also being paid to the veracity of more established third-party measurement programs, the two most prominent of which, on YouTube and Meta, are now more than a decade old.
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