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.

CDP and data solutions provider Zeotap is adding the ID5 ID to its identity graph.  The ID5 identifier supports individual-level programmatic ad targeting without relying on third-party cookies, extending the reach of Zeotap ad segments.