Digiday’s “Research in brief” is our newest research installment designed to give you quick, easy and digestible facts to make better decisions and win arguments around the office. They are based on Digiday’s proprietary surveys of industry leaders, executives and doers. See our earlier research on the publisher pivot to video here.

There’s a deeply held distrust between marketers, agencies and their buy-side ad tech vendors — and for good reason. Digital advertising is experiencing a state of upheaval, with transparency issues front and center. Despite efforts to combat it, ad fraud is expected to rise to $16.4 billion by the end of 2017, according to a study by Adloox and The&Partnership. Brand-safety issues are forcing advertisers to pull their ads away from extremist, violent and racist content. Revelations from the Financial Times prove domain spoofing is still a major concern. Meanwhile, the mystery of the disappearing digital ad dollar isn’t any closer to being solved. Most marketers and agency executives think ad tech companies can do more to improve transparency.

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