61% of online advertisers will shift media spend if their verification needs are not met

Advertisers are overwhelmingly demanding more robust assessment of how their digital media spend is performing, with almost two-thirds claiming they will alter their adspend if assurances over viewability are not provided, according to a report from the Association of National Advertisers (ANA).

The ANA published the report earlier this week with the trade body probing its membership’s opinion on viewability verification procedures used by digital media owners, with 90 per cent claiming they were not fully confident that industry standard viewability requirements were being met.

Nearly all (97 per cent) all of the participants believed that all digital media owners’ inventory should be measured by a third party, with 61 percent of ANA respondents indicating they would shift their spending elsewhere if digital media owners did not provide independent measurement.

 

Read more: 61% of online advertisers will shift media spend if their verification needs are not met | The Drum