- 8 de septiembre, 2016

The Digital Dilemma: Ad Fraud, Viewability and Beyond

When advertisers invest in ad campaigns, what they are looking for is audience, or eyeballs. However, what is bought are actually ad impressions, which are served onto webpages. Were the impressions served to a human, or a bot? Was the ad viewable in the browser window, below-the-fold, or in a tab multiple layers down? These are the topics that the digital industry is grappling with today, in some markets more than others. In this session, Joe Nguyen, Senior Vice President, Asia Pacific, Comscore, Inc. discussed these industry issues – from ad fraud, viewability, ad blocking to brand safety and beyond – and what is being done to help advertisers, agencies and publishers in the rapidly evolving digital environment.