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Whilst brand safety, fraud and viewability have all been occupying the headlines for several years, the real impact on the digital ecosystem has not yet been fully realised. Understanding what is actually delivered and the impact of optimising towards verified impressions, cannot be understated in their impact of ROI of the campaign.
In this presentation, Duncan Trigg, Vice President of Advertising Effectiveness, Comscore, Inc., shared the importance of transparency of supply, and why Comscore’s Industry Trust Initiative offers the framework for enabling trusted transactions of quality advertising between buyers and sellers, across both traditional and programmatic workflows.