Media in 2016: The digital backlash

This article, taken from the Warc Toolkit 2016 report, looks at developments in digital marketing including concerns around viewability and ad fraud.

1. Ad tech is driving 'fear and mistrust' among marketers

As digital adspend grows, client-side marketers are becoming increasingly concerned about issues such as viewability and ad fraud. These concerns are being compounded, some argue, by lack of co

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