It's no secret that there is a growing issue with fraudulent traffic online. In fact, millions of digital advertising pounds are wasted each year. Nonetheless, digital advertising continues to grow. According to a new report from eMarketer, digital advertising will swell by 16.7 per cent globally this year, marking the first time digital will make up more than one-quarter of media spend.
If ad verification isn't taken seriously, it will be the end of digital advertising as we know it. The industry has to grow and the only way it can is through universal verification that is accepted by the entire ecosystem.
It's certainly not going to be easy for Nike to distance themselves from Pistorius. And they won't be helped by having Nike adverts appear next to editorial stories of brand ambassadors caught up in all sorts of trouble. But this is going on every single day in markets across the world. Due to the nature of online advertising, once an advert is sent out from the original advertiser, they basically give up their control of where the content lands.
With many of us regularly using a number of online accounts, we're often advised to use a different password for each one but, if we heed that advice, we tend to either write them down, or save them somewhere else online. The flaw in either plan is obvious.
Anyone walking about on London's underground these past few days or reading a newspaper in the UK cannot have failed to notice