Marketers need to be warier and demand more openness when it comes to digital metrics, says News UK’s chief marketing officer for The Times and Sunday Times Catherine Newman.
Ad fraud and ad viewability are dominating the headlines this year, with Procter & Gamble’s chief brand officer Marc Pritchard recently urging the industry to clean up the “murky” media supply system. Digital giant Facebook has also landed in hot water after admitting it overestimated its digital metrics.
When asked whether brands such as Facebook and Google are doing enough to battle these issues, Newman says that “everyone can do better”, but that more marketers should hold Facebook and Google to account.
Bron en doorlezen: Marketingweek