Fraud and viewability: could things be looking up?

Despite some negative reports in the past year, there are some bright spots on the horizon for display advertisers, including increased viewability rates and new strategies for combating ad fraud.The past few years seem to have been full of doomsday reports concerning ad fraud and viewablity, but many industry insiders are predicting better times ahead.

From Google’s report that nearly half of ads don’t get seen to this year’s Ad Week panel that examined the billions of dollars in revenue advertisers are losing to bot fraud, news for display advertisers has been pretty grim the past few years. However, many like Greg Stuart, chief executive (CEO) of the Mobile Marketing Association (MMA) believe that industry-wide cooperation to both battle ad fraud and reach accords on viewability standards is on the horizon.

 

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