In the ad measurement realm, ROI has always been the Holy Grail for marketers. After all, at the end of the day, that’s what people are most interested in—knowing what they’re getting back in return for whatever they’re putting in. That said, Randall Beard, President, North America, notes that there’s more to the story than simply understanding if something is a good investment—especially when it comes time for marketers to rationalize their ad spend.