Should marketers ask harder questions of their brand safety and ad verification partners?
Briefly

from Digiday4 months ago
Marketers are increasingly scrutinizing ad verification companies, driven by demands for transparency in media buying after audits highlighted the troubling fate of ad dollars.
Digidayhttps://digiday.com/marketing/should-marketers-be-asking-harder-questions-of-their-brand-safety-and-ad-verification-partners/
Mike Tasik noted that clients started raising concerns about ad verification around the 2020 election, with intensity growing as new issues like ID spoofing become prevalent.
Digidayhttps://digiday.com/marketing/should-marketers-be-asking-harder-questions-of-their-brand-safety-and-ad-verification-partners/
The DOJ's inquiries into Doubleverify and IAS highlight serious industry concerns, particularly following an investigation into recruitment ads running on sanctioned sites.
Digidayhttps://digiday.com/marketing/should-marketers-be-asking-harder-questions-of-their-brand-safety-and-ad-verification-partners/
Despite past silence on ad verification issues, marketers are now voicing frustrations over unresolved problems, signaling a shift towards greater accountability in the ad tech space.
Digidayhttps://digiday.com/marketing/should-marketers-be-asking-harder-questions-of-their-brand-safety-and-ad-verification-partners/
Read at Digiday
#ad-verification #media-buying #transparency #industry-concerns #ad-tech
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