Marketers are starting to pay closer attention to the inner workings of ad verification companies.
In the past two years, this scrutiny has intensified, driven by a renewed emphasis on transparent media buying following audits that exposed the murky fate of ad dollars in the hands of ad tech intermediaries. Just this summer, marketers voiced their frustrations over ad verification companies’ failure to adequately address issues like ID spoofing and made-for-arbitrage sites – hot button topics that have dominated the conversation this year.
Mike Tasik, group media director of full-service agency Crispin, said his clients had begun raising questions more frequently “within the past couple of years,” beginning with the 2020 election, and increasing ahead of this year’s poll.
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