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Online Platforms and Digital Advertising market study, Appendix O: Measurement issues in digital advertising 2020 (CMA) – GOV.UK

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A research paper from the CMA
For there to be effective competition between buyers and suppliers of digital advertising, advertisers need to be able to assess and evaluate the quality and effectiveness of the digital advertising inventory that they are buying. This appendix discusses the role of measurement in digital advertising, and in particular issues relating to the three stages of verification, attribution and measuring the effectiveness of advertising.
CMA, Online Platforms and Digital Advertising market study, Appendix O: Measurement issues in digital advertising (2020) [online] Accessible at: Appendix O: measurement issues in digital advertising [Accessed 10 February 2022]
https://www.gov.uk/cma-cases/online-platforms-and-digital-advertising-market-study#final-report
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