Hasta La Creative!

Digital-media consumption is growing, and the marketplace has made remarkable strides in recent years, but concerns remain about metrics, fraudulent traffic and the risk of supporting piracy. In TV, where the biggest advertising money is spent, marketers wouldn’t pay for ads that won’t be seen, are “viewed” by robots instead of people, or show up around pirated content. Digital media promotes real-time data and real-time action, but our industry must do better to maintain and bolster our credibility and viability in this area.

The responsibility must start with the online ad sellers, and this is the territory of the Interactive Advertising Bureau, which represents media and technology companies that it says are responsible for selling 86% of online advertising in the United States. The IAB may be the only organzation able to direct action and correction across the entire sell side.

Is it doing a good job of this? Sometimes, yes, sometimes no. Here are some questions (and answers) for all of us to ponder:

Continue reading at AdAge.com