Commentary: Who Owns Metrics? Building a Bill of Rights for Online Advertisers

In his commentary, Benjamin Edelman writes on industry fair practice on the use of metrics. He presents the rights of advertisers: the right to know where its ads are shown; the right to meaningful, itemized billing; the right to use its data as it sees fit; the right to enjoy the fruits of its advertising campaigns; and the right to resolve disputes fairly and transparently.

Commentary: Who Owns Metrics? Building a Bill of Rights for Online Advertisers

Benjamin Edelman

Harvard Business School

Online advertising presents remarkable efficiencies—better targeting, improved measurement, and greater return on investment. By dramatically lowering distribution costs, online ads cut fat from placements that had assumed significant waste. Pairing precise measurement with increasingly specific targeting, online ads can...

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