Digital Advertising grew from $0 to $400,000,000,000 in less than 25 years.
Advertising went from Print, to Banners, to Popups, to Email, to Social, to Video, to Playable Ads, to Cross Platform Experiences.

Measurement, on the other hand, has barely changed.

This is why we decided it’s time to advance, time to evolve.
It's Evolution, Baby!