As we steamroll into 2016, I reflect back to a year were media made a major leap in consumption from traditional to digital.  We saw programmatic take over the world, ad blockers become mainstream, and transparency become a real problem.  We saw more people visit websites on their smart devises vs. their desktop.  More people cutting cords vs. signing up for cable, and more time spent Snapchatting vs. reading books. I expect all these trends will continue to rise.  One area to watch is lack of measurement. Marketers continue to face the difficult decision on how to reach, inform, and engage their audience without the proper way to measure it cross-device.  I hope 2016 will finally become the year of holistic measurement.  I’ll cheers to that!