Do digital advertisers get what they pay for?

This article argues that digital advertising needs greater transparency as advertisers allocate more of their budget to this channel and concerns are raised about viewability and fraud.

Do digital advertisers get what they pay for?

Mark ConnollyAudienceScience

Marketing manifesto

Just over a year ago, the Marketing Society launched its Marketing Manifesto in conjunction with Marketing magazine. This set out a framework for marketing excellence and rules to guide the industry across the next decade.

One of the manifesto's three framework pillars, Championing Customers, talked about the importance of embracing new technology and the role it plays in changing customer and wider communications – bringing new sources of data and insight, and making organisations more transparent in the relationships they have with their customers.

Strong...

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