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MediaPost: Independent ad measurement outside TV is effectively dead

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.

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 · Dave Morgan · read the original.

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