Data Measurement in Marketing Has Never Been About Accuracy

Less than half of publishers, media companies or say that they're collecting the right first party data to enable things like audience marketing and those kinds of things. This is sort of the the net net of the report is basically a measurement. They even call it the measurement black out, that you 're not going to be able to measure marketing any more. But here's the thing, data measurement in marketing has never, ever, ever been about accuracy. That's the dirty secret of data and measurement and marketing. In most businesses, it's just about an agreement. If once we agree on it, it kind of doesn't matter what the accuracy is.