John Montgomery, exec VP of global brand safety at GroupM, finally reached a startling conclusion after a lot of thinking about the quality of digital ad inventory: “I thought, hang on a minute, this quality thing, aren't we doing it ourselves?"
Montgomery was speaking at IAB Interact, a conference held by IAB Europe in Amsterdam in May 2017, where he explained how GroupM came to the realisation that cheap digital ads were damaging its clients – and shared the actions the agency has been taking to tackle this problem.
His key message was clear: "You get what you pay for....