Digital has failed to solve adland’s problem with measurement

This article was originally published in The Guardian on August 17th, 2015

“Let’s prove to the world,” said DDB’s William Bernbach, “that good taste, good art, good writing … can be good selling.”

The mechanism of attributing customer’s purchase to a creative idea is, at best, different each time. At worst, it’s unknown. The ad industry has struggled with…