DISQO&AdExchanger：2025年程序化广告测量状况报告：头部品牌与广告机构优化策略（英文版）

Programmatic advertising measurement stands at a precipice. Brands and agencies rely on automated, data-driven media buying to target increasingly complex audiences. Yet, they face many challenges: shifting consumer behaviors, siloed platforms that stifle a unified view of performance, the pending demise of third-party cookies, and privacy concerns. These combine to make assessing campaign performance, calculating ROI, and other measurement tasks challenging. One agency executive noted that t