Transparent Digital Ecosystem
Trustworthy and transparent digital ecosystem became the main topic of 2018 among digital media agencies, brands and publishers. The focus now is in maximising efficiencies in global media and understanding the new advertising industry safety trends to continue sustainable business relationships. This is the main argument that Nick Morley, the EMEA MD at Integral Ad Science highlights in his interview with ExchangeWire. He makes his accent on challenges that may occur while achieving a sustainable ecosystem between agencies and brands. Few of them are brand safety, ad fraud and viewability that needs to have a smarter approach in making media strategies clearer. Moreover, he believes that the reduction of ad fraud remains one of the top issues for buyers and sellers of digital media, as well as suggests adding a third-party verification as independent assurance of media quality.
AdsExplorer plays the important role of a third-party ad verification solution that becomes convenient when checking ad inventory for fraud.