The key point I'm making is as an advertiser, there is no way for me to know that you saw those 10 ads on TV - hence the need for 3rd party measurement. On the

The key point I'm making is as an advertiser, there is no way for me to know that you saw those 10 ads on TV - hence the need for 3rd party measurement. On the web, I have a direct line of sight to you - hence why introduce a 3rd party?