How 4 ad tech challenges may push marketers to rethink their digital strategies | Marketing Dive

October 7, 2015

Digital ad technology is a topic that ought to be top of mind for marketers, especially as it poses certain threats of which today’s advertisers might be unaware.

Programmatic ad buying is on the rise; ad fraud and ad blocking are ongoing concerns; and viewability standards essentially depend on the platform the ad is being served.

To help sort out this minefield, Marketing Dive interviewed Rajeev Goel, co-founder and CEO of PubMatic, a marketing automation vendor focused on publishers, to gain insights on and tips on ad tech. Goel outlined four key ad tech threats facing marketers: ad blocking, fraud, viewability and mobile. The first three aren’t new threats to marketing success, but Goel sees mobile revenue as not keeping up with the shift to mobile consumption, and thus, a looming concern.