Or perhaps you’ve been placing ads in video games and worry about where, or whether, they’ve been showing up.  The media quality gurus Integral Ad Science have just teamed with in-game adtech vendor Anzu to measure important things like invalid traffic, viewability, and brand safety.   I’ll sleep better tonight just knowing about it.

Marketers have made less progress with measurement than personalization. Measured reports that more than 80% of direct-to-consumer marketers rely on click-based data from websites and media platforms, even though they know it’s unreliable. Near-infinitesimal fractions use gold standard methods such as incrementality experiments (4.7%) or multi-touch attribution (2.5%). Speaking of which, start-up Incrmntal just raised $4.1 million to make incremental measurement easier.

It’s tough to get brand safety right, but the industry keeps trying.  IPG Mediabrands announced a new set of tools to find and block inappropriate ad placements, while IAS expanded its suitability measurements to include standards from the Global Alliance for Responsible Media (GARM).  Meanwhile, DoubleVerify admitted a mistake made brand safety on X/Twitter look worse than it really was in October 2023 and March 2024.