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Viewability, brand safety, and non-human traffic are key issues facing the industry today. However, concentrating on just one of these factors in isolation dramatically underestimates the fundamental impact these factors can have on overall campaign effectiveness. These elements become even more critical in programmatic trading, as transparency and trust are key to fueling its growth. This presentation looks to explain how pre-bid capabilities, working alongside the deep analysis that post-bid vertification can deliver, can shed new light on just how effective digital media can be.