• Advertising Age, Tuesday, September 16, 2014 12:29 PM

Chris Louie, VP of product leadership for advertising effectiveness at Nielsen, wrote an article posted by Advertising Age outlining how brands should measure programmatic campaigns.

“Brand marketers can be tempted to let the algorithms do the work, rather than measuring campaign effectiveness based on core brand objectives, but that's flawed thinking,” the post reads. “Sound, independent measurement focused on core brand objectives matters in a programmatic buying environment every bit as much as in a non-programmatic one.”

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