Facebook, MRC Working to Clear Up Mobile Ad Viewability This Year
As Wendy’s VP-digital and social media, Brandon Rhoten has spent the past decade trying to move the fast-food chain’s TV ad budget online. It hasn’t been easy.
“Moving dollars from tradtional advertising to digital is not as effective because you can’t guarantee the impression,” Mr. Rhoten said. He added, “It’s a hard sell to move from traditional to digital. It hurts our case when you have headlines reading 25% or 50% of impressions are never actually seen.”