Money is power and dollars speak louder than words, and in 2018 brands are spearheading major change in the digital advertising ecosystem. With billion-dollar concerns like ad fraud, transparency, and brand safety, 2018 will be a major turning point — or will it?
50% of advertisers indicate that digital ad spend won’t decrease even if challenges like ad fraud persist. It is going to take a gutsy brand to step-up and say “no more.” For far too long, much of the power in the digital ad ecosystem has rested within two walled gardens. Companies like Procter and Gamble (P&G), Diageo, and Verizon will help force change, stripping away any friction between their brands and their consumers.
Organizations such as the Trustworthy Accountability Group, the Media Rights Council, and the Association of National Advertisers (ANA) are helping to set new standards for viewability, weeding out fraudulent ad inventory, and providing greater transparency in ad buying. Despite actions taken by agencies and brands to improve safety and security, huge challenges still exist that cost the industry billions of dollars. Consider that, in 2017, 97% of sites with unique content were hit by bots, 96% of login pages were hit by bots, and, within the top 10,000 global websites, bad bot traffic increased by 36%.
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