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# Book review: ad measurement got more precise, less true
- URL: https://fabric-media.ghost.io/book-review-ad-measurement-got-more-precise-less-true/
- Published: 2026-08-11T02:01:18.000Z
- Updated: 2026-08-27T00:48:00.000Z
- Description: A review of Tim Hwang’s Subprime Attention Crisis argues opacity moved from ad networks to exchanges, and CTV inherited linear TV’s flaws while claiming granularity. The kicker: the most rigorously measured formats have the worst returns, and vice versa.
- Author: Fabric.Media Editorial
- Tags: Measurement, Emanuele Landi

**Why it matters.** Buyers relying on CTV’s granular metrics get numbers that measure delivery, not sales impact, so precision no longer functions as proof of value.

*Signal from* [*TVREV*](https://www.tvrev.com/?ref=fabric-media.ghost.io) *·* [*Emanuele Landi*](https://fabric-media.ghost.io/tag/by-emanuele-landi/) *·* [*read the original*](https://www.tvrev.com/news/why-attention-is-a-bubble-that-wont-burst?ref=fabric-media.ghost.io)*.*