This article is from Toolkit 2016, Warc's guide to six trends for the year ahead, produced in association with Deloitte.
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At a glance
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 consistency and transparency in the highly competitive ad tech space. One survey found inconsistency between vendors to be the biggest headache for digital marketers.
Implication: The ad tech space will evolve rapidly in 2016. Keeping up with all the different technologies is a challenge, but brands may find it worthwhile monitoring developments in this area and, just as important, monitoring the responses from digital marketing trade bodies. Accreditation schemes for trustworthy publishers, for example, may lead to increased ad costs on accredited sites.
2. Viewability will remain a work in progress
This article is from Toolkit 2016, Warc's guide to six trends for the year ahead, produced in association with Deloitte.
Read other chapters from this report:
What else does this article talk about?
- Attitudes to advertising
- Data protection & privacy
- Consumer sentiment
- Data-driven targeting
- Online ad fraud
- Viewability
- Ad blocking
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