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The issue of fraudulent and invalid traffic (IVT) has the online advertising industry reeling, and with good reason: If an ad isn’t reaching a real person, that’s a real problem.
As the issue of IVT grows, it infects all performance and effectiveness metrics that media buyers and sellers use to evaluate their success. However, advanced IVT measurement can help both sides of the table to get reliable numbers they can confidently act on.
In this presentation, Alejandro Fosk, Comscore SVP of Latin America, shared key learnings about IVT, including: