Asserting Measurement Integrity in the Age of Digital Accountability

January 9, 2024 / Published on IAB.com

The digital advertising ecosystem, represented with complexity in the LUMAscapes, faces a substantial challenge due to the pervasive lack of third-party accreditation across its numerous facets, including demand side platforms, mobile measurement platforms, creative optimization tools, ad exchanges, etc. This shortfall calls into question the authenticity of ad measurement metrics, which are foundational to the industry’s reputation.

Challenging Self-Assessment: The Bias of In-House Measurement and Certification

The practice of self-measurement, prevalent among various industry players from large tech companies to media publishers, inherently introduces bias. This self-certification, lacking independent audits, can pollute the ecosystem with metrics that may not be impartial.

This issue intensifies when publishers and agencies certify solutions without advocating for third-party accreditation, effectively grading their own homework. Such practices can embed bias and diminish the transparency and equity crucial for the digital advertising marketplace.

The False Assurance of Unverified Compliance

The industry is further compromised by ad tech and measurement companies that claim adherence to measurement standards without undergoing the rigors of independent accreditation. This situation demands that stakeholders, including advertisers, agencies, and publishers, approach these claims with a healthy dose of skepticism and demand accredited substantiation.

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In 2023, amidst challenges and layoffs in the US-based advertising, marketing, and ad tech industry, Angelina Eng noticed a common struggle among her friends, colleagues, and network: finding new opportunities and resources as they seek their next career move. Leveraging her personal time on top of her day job at IAB, she began by sharing job openings she came across on her social feed. With a strong and engaged following, Angelina took the initiative to officially create 'Angie's Career Gazette' and has evolved into a comprehensive resource hub for all things career-related. From valuable career tips and advice to handpicked sources that keep you in the loop about the latest trends and industry news, I hope it's one of your go-to destination for professional growth.

About Angelina Eng (aka Ang | Angie | not?Angela)

With almost three decades of navigating the dynamic digital advertising landscape, Angelina Eng has become a renowned authority in this ever-changing field. Her background within prominent industry holding firms has propelled her into executive roles, spanning account management, media planning and buying, ad operations, and data analytics. Angelina's expertise extends to areas like data engineering, operational excellence, and advertising platforms. In her present position at the Interactive Advertising Bureau (IAB), as VP Measurement, Addressability & Data Center, she focuses on creating educational materials, best practices, industry standards, research and events that delve into topics such as addressability, media analytics, attribution, and more.

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