There’s a long history of industries undergoing massive transformations fueled by the power of digital data. The moment has arrived for data to help reshape one of the largest industries of the digital age: marketing.

2016 has been a challenging year for the marketing community, with an eye-opening media transparency report from the Association of National Advertisers revealing non-transparent business practices that were pervasive throughout the industry, leading advertisers and publishers in the dark about where their money was going and how effective their campaigns were actually performing. The report revealed, among other things, the critical need for independent, standard metrics in marketing.

Read the full Dataconomy article here.