Book review: ad measurement got more precise, less true

A review of Tim Hwang’s Subprime Attention Crisis argues opacity moved from ad networks to exchanges, and CTV inherited linear TV’s flaws while claiming granularity. The kicker: the most rigorously measured formats have the worst returns, and vice versa.

Why it matters. Buyers relying on CTV’s granular metrics get numbers that measure delivery, not sales impact, so precision no longer functions as proof of value.

Signal from TVREV · Emanuele Landi · read the original.

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