Setting the Record Straight on Viewability, Fraud and Metrics
Practically non-existent 15 years ago, the explosion of the dynamic, digital environment has given rise to many powerful opportunities for marketers to connect brands with consumers and customers. Marketers can create relationships and generate loyalty through advanced connectivity across multiple media platforms — desktop, mobile, television and social channels.
However, such opportunity has created serious issues that undermine marketers’ productivity and ROI and destabilize digital as a preferred vehicle for long-term investment spending. The most pressing of these are viewability and fraud.