Good point - I'm one of the few drivers who like doing it in silence so definitely biased. Agreed that measuring consumption is tough - even if it's as simple

Good point - I'm one of the few drivers who like doing it in silence so definitely biased. Agreed that measuring consumption is tough - even if it's as simple as measuring an ad view, ad click, and then a purchase you need to take into account everything the customer has seen before. No way to currently measure something like that. We're going to be stuck in perpetuity with John Wanamaker's: "Half the money I spend on advertising is wasted; the trouble is I don't know which half."