• Unique value
• Intrinsic value
• Necessary value
• Actual value

The correct answer is: Actual value

Explanation: In a value-centric measurement strategy, the most common value definition used is “actual value.” Here, the value is realized at the point of conversion, like transaction revenue or profit. To build this strategy, advertisers identify the key conversion activity and then assign a value to these conversions. This value is often captured or calculated during conversion. While it can be tempting to aim for a perfect strategy, it’s more beneficial to focus on constant improvement and adaptation as new insights about consumers emerge.