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

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 risead 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.

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