Digital ad industry addresses transparency

NEW YORK: Transparency in the digital advertising industry will continue to be a major issue in 2018, but participants are optimistic that progress is being made and that blockchain technology may add a new element.

If 2017 was the year that advertisers, led by P&G’s Marc Pritchard, demanded more reliable digital metrics, then 2018, according to Dennis Buchheim, SVP & General Manager, IAB Tech Lab, “should yield truly measurable progress in tackling fraud and improving transparency and trust in the digital advertising supply chain”.

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