Advertise — White Paper

The Next Frontier in Ad Quality: Targeting Accuracy

In the last year, concerns about viewability and fraud have taken center stage. Significant pressure has been placed on the digital advertising ecosystem to fix these issues, and there has been a swift response from the industry in the form of new viewability standards and a call for stricter fraud controls.

Although advertisers, agencies and vendors have all heavily invested in viewability and fraud prevention, one area that has been widely overlooked is the third component – audience targeting accuracy. If advertisers’ campaign impressions aren’t actually reaching their intended target audience, then the campaign budget is wasted.


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