Digital ad metrics could hinder growth

The unique tracking and measuring facilities of digital advertising may paradoxically be slowing its growth, several leading industry figures have argued.

Marco Bertozzi, executive managing director of Vivaki EMEA, a supplier of digital advertising solutions, warned that the industry risked "measuring itself into the ground".

He told Digiday he was initially excited by the possibilities offered by digital ad tracking before realising that "just because we could measure it, it was not necessarily a good thing".

"Digital has benefited from the ability to measure," he said, "but is not clear on what it wants to be across one channel or KPI to the next, leaving us an inability to draw some straight lines."