Fraud, Brand Safety and Viewability Take Centre Stage Among Ad Buyers

A recent article in eMarketer highlighted growing concerns amongst media buyers operating in the programmatic online media environment. With up to 50% of traffic across the WWW non-human and 33% of destinations ‘not real’, these should have been the buzz words for the last couple of years.

"From the looks of it, ad fraud, viewability and brand safety may turn out to be big digital ad buzz phrases this year. In a November 2014 study by Integral Ad Science, these emerged as the three most important aspects of media quality among US digital media buyers. One-third of respondents in this group ranked ad fraud as No. 1, while brand safety accounted for 26% of responses and viewability over one-fifth."