The construction of marketing measures
本研究批判性地审视营销度量的构建过程，以数字广告中的“可见性”度量为例，揭示不同利益如何被调动和协调，以及准确性和伦理问题如何被搁置。
This study seeks to develop a critical understanding of marketing measures. Marketing measures inform a variety of marketing practices and have been subject to ethical, discursive and epistemological critique. Informed by a range of theoretical work, this study sheds light on the construction of a key marketing measure in digital advertising: viewability. It shows how a range of competing interests can be mobilized and aligned; how an object of interest can be stabilized; and how standards for measurement can be reconciled. Across this account, we can see how issues of accuracy, ideology and ethics are bracketed off as participants agree on which things matter and which things count.