40% of Media Investments Are Ineffective: Measurement Analysis

For one brief, if delusional, moment, marketers thought adtech had made accurate performance measurement a reality.  Loss of third-party cookies and device IDs shattered the illusion.  The gold-standard alternative has always been controlled experiments to measure incremental results, but that’s been too hard to execute.  Measured just raised $21 million to make it easier.  On average, they find 40% of media investments are ineffective.