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Last week I stressed the fact that brands must measure their programmatic buys. Brand marketers can be tempted to let the algorithms do the work, rather than measuring campaign effectiveness based on core brand objectives, but that’s flawed thinking. Sound, independent measurement focused on core brand objectives matters in a programmatic buying environment every bit as much as in a non-programmatic one.

What would measurement mean in the programmatic buying environment? Obviously, programmatic buying is an entirely different process from traditional ad buying. Simply importing traditional measurement processes into programmatic buying will not succeed. What is needed is measurement that fits the workflow of this new process.

In addition, however, actionable measurement in a programmatic environment must:

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