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President and CEO, DoubleVerify
Brand advertisers must be wary of the dangers of ad fraud that come with investing in an already crowded digital video ad space, according to Wayne Gattinella, president and CEO of global marketing agency DoubleVerify. eMarketer’s Sean Creamer spoke with Gattinella about how brands will face challenges such as ad fraud in 2017.
eMarketer: What are your three best practices in digital video advertising for brand marketers in 2017?
Wayne Gattinella: No. 1 is managing the quality of the placement. There’s a lot of focus on viewability, but when you’re running a large campaign it’s critical that you’re also managing the quality of the placement in terms of the context it’s appearing in. Make sure the serving environment is brand safe.
Percent of Ad/Marketing Budget Allocated to Traditional* vs. Nontraditional** Agencies According to US Senior Marketers, Oct 2017 (% of respondents)
Current vs. Planned* Allocation of Digital Ad/Marketing Budget to Software/In-House Automation According to US Senior Marketers, Oct 2017 (% of respondents)
Expected Change in 2018 Digital vs. Total Ad/Marketing Budget According to US Senior Marketers (% of respondents)
Factors that US Senior Marketers Consider When Selecting an Ad/Marketing Software Vendor, Oct 2017 (% of respondents)
US Senior Marketers Who See Dollars from Traditional IT Budget Reallocated to Ad/Marketing Budget due to Digital, Oct 2017 (% of respondents)
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