2016 年，美国数字广告的总支出超过了电视广告，人们对这一不断增长的市场的关注度也越来越高。最近的新闻头条凸显了资深营销人员对数字广告能否兑现广告宣传承诺的担忧。
As large CPG advertisers call for greater transparency in the digital supply chain, the conversation in the press and in the market has focused on viewability and accountability. In response to these concerns, some of the largest digital publishers have agreed to audits by certain industry bodies.
For Nielsen, the conversations around digital advertising reinforce the need for true third-party measurement across platforms. While we applaud the calls for greater accountability, the recent discussions have missed some key points. In order to transact with confidence, buyers and sellers need more than viewability and individual accreditation—the industry needs truly independent, third-party measurement that provides a trusted view across the full media landscape.
尼尔森（Nielsen）产品领导力高级副总裁埃里克-所罗门（Eric Solomon）最近坐下来讨论了去年数字广告支出里程碑的重要性，以及营销人员在衡量数字广告效果方面需要了解的知识。他分享了自己对透明度和问责制的看法，以及尼尔森认为营销人员需要关注的三个关键领域：
- 可视性和受众测量的含义
- 认证与独立之间的区别
- 数字媒体与传统媒体的平衡
