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# MediaPost: Independent ad measurement outside TV is effectively dead
- URL: https://www.medianexis.com/mediapost-independent-ad-measurement-outside-tv-is-effectively-dead/
- Published: 2026-11-13T17:59:29.000Z
- Updated: 2026-11-13T17:59:29.000Z
- Description: MediaPost’s Dave Morgan argues that Alphabet, Meta, Amazon, Microsoft and TikTok now self-report 65% of U.S. ad transactions with only cosmetic verification.
- Author: Medianexis Signals Desk
- Tags: Measurement, Dave Morgan, Dave Morgan: independent ad measurement outside TV is dead

**Why it matters.** Buyers negotiating against the walled gardens have no independent third-party numbers to check self-reported platform metrics against, unlike in TV.

*Signal from* [*mediapost.com*](https://mediapost.com/?ref=medianexis.com) *·* [*Dave Morgan*](https://www.medianexis.com/tag/by-dave-morgan/) *·* [*read the original*](https://www.mediapost.com/publications/article/419412/?ref=medianexis.com)*.*