http://www.adweek.com/news/technology/these-2-tech-companies-are-combining-market-research-programmatic-ads-171721

This article from AdWeek shows the growing ability of measurement in the digital platform of advertising. Two tech companies, called Krux and Survata, are combining to study online trends before a company begins a campaign. However, now these two companies are going to be able to offer advertisers something that they have not been able to use before. Krux and Survata will not only give a measurement of opinions before a campaign launches, but also they will be able to measure the responsiveness of the advertisements in real time. This real time processing of data will allow advertisers to see the effectiveness of their work in high detail. This newfound data is important because it shows the future of measurement. This is how all ads will be measured on the digital platform in a few years time.