How to Ensure Your Campaign Is as Brand-safe, Viewable and Fraud-free as Possible

Tips from the IAB Ad Effectiveness Working Group


The programmatic advertising landscape provides significant efficiencies, but also presents myriad challenges for the contemporary marketer. And with U.S. advertisers poised to spend $46 billion on serving ads in such a manner in 2018 alone, the practice can no longer be considered a fringe activity.

In earlier years, ensuring media “quality” was relatively straightforward and often left to junior executives at a media agency, leaving more senior staff to focus on “added value” elements of campaign execution, according to Peter Minnium, president of Ipsos and former head of brand initiatives at the Interactive Advertising Bureau (IAB).

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