Navigating the Evolving Landscape of Advertising Measurement

This chapter explores the challenges and relevance of traditional advertising measurement methods amidst technological advancements from industry giants like Google and Meta. It highlights the growing competition between Meta and Google in the advertising sector, particularly focusing on Meta's AI-driven tools and their implications for measurement accuracy and ad effectiveness. Additionally, the discussion addresses security concerns related to data collection practices and the need for more robust legislation on data privacy.