Ultimately, your organization invests in paid media to sell something. As the steward of your company's media investment, it falls on you to assure (and often to demonstrate) that you are maximizing the effectiveness of that investment. And agency or vendor-generated performance reporting only carries so much weight, because they're selling something, too. Even if they have the expertise, most companies don't have the bandwidth, technology, or objectivity to fully assess the performance of agency partners and media sellers. That's where we come in.