Blaise D'Sylva, VP/Media for Dr Pepper Snapple Group, insists that Procter & Gamble is not the only advertiser frustrated by the lack of common standards in digital marketing.
"The challenge in the digital industry," he told a breakfast audience at the Association of National Advertisers' (ANA) 2017 Media Conference, "is that we don't always have everything measured.
"We're stuck in this position [where different services] say, 'I can produce a measurement,' but not every site that we purchase is allowing [us] to use that measurement."
That lack of conformity is frustrating, but also can be expensive: "We have...