“ExactTarget’s not just going to lie down and let this happen without them,” he says. “We’ve always thought there needs to be these independent platforms that are ultimately the ones that help police the supply and operate on behalf of the demand.”
The only problem: Independent measurement remains an unrealized dream – and one that’s not at all guaranteed. After all, marketers for the most part trust Google Analytics.
“The way things are going, it’s a less likely dream,” Hamilton says. “If one of the large publishers can provide it free, and their brand of measurement can be trusted, then it’s going to be a difficult competition for those that need to charge for that software.
Also in this episode: Mobile fraud, Hamilton’s stint with the Seattle Opera and lessons learned after Tune lost its Facebook certification.