Digital ad fraud is being held in check, viewability rates are improving, and brand safety measures are largely effective in the UK. Measuring the success of a campaign, though, must move beyond what is easily measurable.

How will the 2020 elections affect brands? With all its inevitable controversy, the 2020 election cycle should heighten brand safety concerns for marketers. An election year also means that candidates will be investing in media to reach voters, likely creating price hikes due to increased demand for limited inventory across channels and causing brands to rethink some strategies.

Not far behind were brand safety, ad fraud and viewability. Such issues have followed programmatic advertising around like a bad smell. Problems around fraud and brand safety, in particular, found their way into the mainstream press in the past several years, with programmatic often cited—rightly or wrongly—as the culprit for such issues.

Programmatic advertising will account for 71.0% of the digital display ad market in China this year. Mobile programmatic growth, as well as gains in private marketplaces and programmatic direct play a role. This report features our latest programmatic display forecast for China and explores these and other factors shaping the market through 2021.

Every few months it seems another story emerges about ad dollars disappearing down a black hole of fraudulent activity. And the spotlight on fraud will shine ever brighter, with good reason. For the UK, we forecast that digital ad spending will reach £13.24 billion ($17.05 billion) in 2018, accounting for 63.8% of total media ad spend.

Can it help solve problems such as ad fraud and brand safety? Yes, blockchain can help tremendously in providing transparency for digital advertising, and make efforts in anti-fraud, viewability and brand safety more efficient.

In that regard, ad industry executives have recently focused more on brand suitability than brand safety. Expert Insights. “Since 2017, there have been a lot of issues that came up about brand safety, and YouTube has largely solved them. The issue now is more about brand suitability. It’s about content alignment.

Not far behind were brand safety, ad fraud and viewability. Such issues have followed programmatic advertising around like a bad smell. Problems around fraud and brand safety, in particular, found their way into the mainstream press in the past several years, with programmatic often cited—rightly or wrongly—as the culprit for such issues.

In a poll conducted by ad measurement firm Integral Ad Science (IAS), 69.0% of agency executives say that fraud is the biggest hindrance to ad budget growth, compared with more than half (52.6%) of brand professionals who said the same.

Are ad fraud and brand safety major concerns for advertisers? In a survey by Rakuten Marketing and Morar HPI, 35.1% of marketers in France cited brand safety and protecting their reputation as one of the greatest threats to their marketing in 2018. A further 30.7% cited ad fraud and viewability. WHAT’S IN THIS REPORT?

Digital ad fraud is still a major problem in the programmatic ecosystem, with advertiser losses estimated in the billions of dollars annually. This report explores how advertisers, publishers and partners are protecting themselves.

Newspapers’ share, nearly on par with TV’s, will decline 3.3% as brands digitize their ad strategies. As in the US and other markets, brand safety has been a rallying cry among brands in Germany, and Zeisler said he is seeing the benefits of allocating more spending to fewer publishers.

Three in four leading publishers have implemented ads.txt, one of the most important recent developments in programmatic ad fraud mitigation.

Promoting the use of JavaScript verification solutions in China would also help mitigate IVT and improve brand safety and viewability. Getting Serious About Digital Privacy Protection. Whether warranted or not, China was notorious for having a loose data privacy regulatory environment.

Newspapers’ share, nearly on par with TV’s, will decline 3.3% as brands digitize their ad strategies. As in the US and other markets, brand safety has been a rallying cry among brands in Germany, and Zeisler said he is seeing the benefits of moving more spending to fewer publishers.