Could Google and Facebook's Challengers Steal Away Ad Budgets by Working Together on Metrics?

Industry players weigh in on a novel idea

In an Adweek magazine feature story this week about Facebook’s and Google’s metrics issues, Treasure Data CMO Kiyoto Tamura offered what seemed like a novel idea. What if Twitter, Snapchat and Pinterest joined up in a consortium—perhaps with either the Advertising Research Foundation or the Interactive Advertising Bureau at their side—to establish common ad metrics?

“I almost feel like if the smaller players in the market could work together to create a more open consumer data access model, they might be able to challenge the dominance of Facebook and Google,” Tamura said.

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