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Introduction

Over the past 18 months, brand safety, viewability, and ad fraud issues have hit the headlines and become key challenges for the advertising industry. But these issues aren’t new; indeed many have been there since the very beginning of digital. So, now they have risen again to the top of the agenda, what are the next steps for the industry to truly tackle these challenges?

Many have touted 2018 as the year discussions evolve into action. From greater insight into the performance of walled gardens to acquiring a truly holistic view of global media quality, the industry is focused on fostering a more transparent and responsible digital ecosystem.

Definitions