A Digiday poll of 100 client-side marketing executives on their media-buying objectives found limiting their exposure to ad fraud as least important.

Using a weighted average for responses, where five equaled most important and one equaled the least importance, improving audience targeting came out on top with a score of 4.3, while restricting ad fraud stumbled in at 3.62. Issues around improving attribution measurement and avoiding unsafe brand environments came in between.

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