Unilever CMO Keith Weed: Three things all marketers can do to eliminate ad fraud

Advertisers have a responsibility to fight ad fraud, not just because it costs money but because it is illegal, funds criminals and puts our customers at risk. Here are a few things we can all do to make a difference.

If you happened to be hanging around in San Francisco 25 years ago, you might have frequented the world’s first internet café, the SF Net Coffee House Network, which offered coin-operated terminals connected to the internet.

Such a concept seems unbelievable in today’s world where free Wi-Fi is ubiquitous and the mere thought of not being connected can make people turn pale with FOMO (fear of missing out). It is difficult to imagine a time when we were not connected all the time.

This has led to a phenomenal change in the way that people connect with brands and vice versa. We are undoubtedly marketing in a digital world, and that ecosystem brings with it a new set of challenges that marketers need to tackle. In areas such as view ability and verification we are making good progress, but there is more to be done.

Bron en volledig artikel: Marketingweek