Rebuilding confidence in digital advertising: Our survival depends on it
Posted on November 30, 2017
Advertising decisions are not made in a vacuum.
Every dollar and metric is carefully scrutinized by CMO’s to ensure that the company is receiving maximum return on its investment. If campaigns are ineffective, they will be quickly pulled and resources redirected to more lucrative channels. Digital advertisers are beginning to understand this reality.
Not because digital advertising isn’t as, or more effective than traditional means, but because of a phenomenon specific to the digital world: ad fraud.
Ad fraud has become somewhat of an epidemic in the digital advertising industry. Forrester Research estimates that it led to an estimated $7.4 billion in losses in 2016 alone.
Forrester also estimates that this number will swell to nearly $11 billion by 2021 if immediate steps are not taken to root out fraudulent activity and create a secure online environment for advertisers.
Keep reading on Marketing Tech News