Hasta La Creative!

The ad ecosystem has always been built on a sense of “cautious trust.” This created a system where platforms largely operated in silos and the information shared with advertisers — whether it be campaign, inventory or audience data — was guarded. However, that system began to fall apart last year.

Here’s why.

Ad fraud and viewability. Last year, a wave of endemic bot fraud cheated advertisers of more than $7 billion dollars. Similarly, viewability — the degree in which an end-user actually sees an ad — is a growing concern. Google has said that nearly 60% of its ads are not seen. And viewability can vary wildly among individual media sellers.

Continue reading at AdAge.com