Ad statement is no longer the traditional success-bearer. Advertisers may need to concentrate more on how their advertisements attract consumer attention as the metering system progresses.
This opens new doors to innovation as technology progresses. As this occurs, it usually involves changing measurement principles, regardless of the sector or industry where the advance is taking place.
For example, take professional sports. The advent of instant replay allows for more accurate calling of the game, allowing referees the ability to analyze the video and enforce the game rules more objectively (although often to the detriment of fans and hopeful players). Take advantage of human error.) Despite applying the very same goal in the digital advertisement environment and seeing measurement success relative to the technology currently available, the industry is definitely lagging behind.