Part of it is competitive intelligence. I want to know who's doing big ad buys on Huffpo and FoxNews and the NYT. Agencies have gotten very clever at measuring

Part of it is competitive intelligence. I want to know who's doing big ad buys on Huffpo and FoxNews and the NYT. Agencies have gotten very clever at measuring the indirect effect of ads; most of them don't get a direct click, of course, but you can still look at things like how likely someone was to search for your company's brand name the week after they saw the ad.