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?