As we've discussed in class, measurement can a huge benefit of digital marketing. Compared with traditional channels like radio and tv, it is much easier to link advertising to action in digital channels, where a user can be tracked from impression to click to conversion. However, many ad platforms are still figuring out how to effectively measure the efficacy of digital campaigns . Below are two articles highlighting recent measurement errors by LinkedIn and Facebook, both of which overcharged customers. While LinkedIn's issues were relatively minor and resulted in illegitimate charges of less than $25 for 90% of affected customers, Facebook is dealing with relatively more reputational blowback.
Going forward, it will be important for ad platforms to proactively identify the ways in which their attribution models can 'break,' and ensure they are transparent when escalating these issues to their customers and the media.
https://www.wsj.com/articles/linkedin-finds-measurement-errors-that-inflated-video-and-ad-metrics-11605228577
https://www.wsj.com/articles/facebooks-latest-error-shakes-advertisers-confidence-11606346927
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