Ken Archer

Ken Archer

Opinion Contributor
Ken Archer is a long-time ad-tech executive currently serving as vice president at brand intelligence and ad-measurement firm Survata. Prior to Survata, Ken was head of product at Quantcast and was chief data officer at Thunder after the ad-tech company he founded, Adacus, was acquired.

Lower Ad Fraud Will Be Achieved Once Increased Incrementality Takes Place

Ad tech needs to rely less on attribution.