Auto's Cross-Tier Measurement Problem Is Still Running on 2008 Tech

Five OEM conversations in two weeks. Same question every time: how do we actually measure what's happening across tier one, tier two, and the dealer level — together? Amber Daniel, Chief Revenue Officer of Cognition Ads, exposes the measurement gap hiding inside most manufacturers' tech stacks: coordinated media execution across tiers, with no way to track cross-shopping behavior or audience overlap at the dealer level. The analytics infrastructure hasn't caught up — and the industry is finally being forced to reckon with it.