OPINION: The Sell Sider
Are Measurement Providers Getting Too Tangled Up in Transactions?
It’s been a brutal few years for advertisers trying to drive lift while remaining sensitive to real issues and staying true to the brand. One area that has provided a respite from this noise was confidence in their measurement and verification tactics – but that sense of comfort may be coming to an end, writes Mark Zagorski, CEO of DoubleVerify.