The Problem With Ad Platform Measurement - From Someone Who Knows

"Actually, I'd even say it's a great thing," says Andrew Covato, founder and managing director of measurement consultancy Growth by Science. "It's time for change."

"Honestly, I was so excited when I heard about ATT," Covato says, "because it felt like, 'Heck yeah, this is inherently going to kill stupid measurement and bad ad tech practices.'"

Still, changes like ATT have fundamentally altered how advertisers and publishers need to think about campaign measurement, Covato says. "And to a certain extent at least," he adds, "they've opened the door to new and smarter measurement platforms."

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