2016 was an exciting year for digital measurement. Social networks and walled gardens opened up for third-party verification, and huge strides were made in bringing transparency to mobile in-app inventory. Digital advertisers are now well poised to measure the media quality of their campaigns no matter where they are buying, down to the impression level. But as we continue to improve our coverage of the open web and collect all this valuable data, marketers are already looking ahead. Yes, a viewable, fraud-free, and brand safe campaign should be the baseline of any marketing strategy, but what do we focus on next?