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Issues of fraud, viewability and brand safety have overshadowed the true potential of digital advertising – regardless of whether you buy or sell in programmatic or direct environments.
However, it has become increasingly apparent that brand safety, fraud detection and viewability are all intrinsically linked. Primarily it is NHT (Non-Human Traffic) that infects all performance and effectiveness metrics, when evaluating success criteria of any digital campaign.
In this presentation, Duncan Trigg, Comscore VP of Advertising Effectiveness, shared key learnings on NHT and the larger issue of verification, including: