Any form of media measurement that speaks directly to desired business outcomes and enhances marketing efficiency will be welcomed, but the question is what is relevant to each advertiser and this will vary wildly across attribution, conversion, retention, lifetime value, brand advocacy and advertisers’ own KPI frameworks. It’s this lack of consistency that leads our experts to conclude that, whilst currencies need to work hard to make themselves relevant to and compatible with attribution metrics, the measurement of those outcomes lies outside the core currencies.