Breaking down silos with cross-media ad effectiveness insights from DISQO and AdExchangerIn the first article of this two-part series, "How Advertisers Can Rethink Programmatic Ads: Measurement Beyond the Click", DISQO's SVP of Ad Measurement Sean Adams spoke to a widespread gap in programmatic: advertisers measuring success by the easiest metrics-clicks, impressions, and cost-per-whatever-rather than the ones that truly reflect performance. But there's another gap, just as urgent and even more foundational: fragmentation.
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