Is the Online Ad Industry Cleaning Up Its Act?

CMO Today, Wall Street Journal:  Within the online ad industry as a whole, progress in viewability is being undermined by the lack of progress in tackling ad fraud.  A recent report from comScore finds that during Q3 2014, 46% of all online ad impressions served were not viewable. This reflects the same percentage of all ads that were plagued by viewability issues one year earlier during Q3 2013.   ComScore explains that ad fraud, “generates impressions that are by definition not viewable.” Brand marketers are cautious but are indeed looking for the answer: “[h]ow we buy digital advertising today is how we’ll buy across all mediums in the future.” Read more…

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