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Measurement, we’ve come a long way. Just 10 years ago, I was a manager in the “interactive marketing” department of a major real estate brand. Our marketing team as a whole employed 30 to 40 professionals, of which just a small handful worked with me in digital. As at any major consumer brand at the time, those of us on the digital team wanted a bigger slice of the marketing budget pie.
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If one pays casual attention to marketing and media trade publications, it’s easy to draw the conclusion that the heyday of digital advertising is over. Each week there are new stories about the challenges facing the industry: viewability, ad fraud, ad blocking and more. With these challenges, there’s the assumption that brands may no longer be willing to move ad spend into the medium.