Hasta La Creative!

Practically non-existent 15 years ago, the explosion of the dynamic, digital environment has given rise to many powerful opportunities for marketers to connect brands with consumers and customers. Marketers can create relationships and generate loyalty through advanced connectivity across multiple media platforms — desktop, mobile, television and social channels.

However, such opportunity has created serious issues that undermine marketers’ productivity and ROI and destabilize digital as a preferred vehicle for long-term investment spending. The most pressing of these are viewability and fraud.

There is a tendency to discuss viewability and fraud in the same breath, since they both represent digital media that do not reach their intended targets. They also both represent waste and rot that undermine the industry’s goal of creating a trustworthy and productive digital media supply chain. However, a non-viewable ad is not the same as a fraudulent ad. Of course, some fraudulent ads are also non-viewable. Therefore, it’s important to look at these as distinct issues so that they can be handled as such.

Continue reading at AdAge.com