Ad Fraud, Viewability Are Still Key Concerns for Advertisers: Essence’s Adam Gerber

WPP's GroupM seeks to make advertising work better for everyone — marketers, consumers and media — with a media-buying framework it calls "Responsible Investment." The effort aims to advance brand safety, data ethics, responsible journalism, sustainability and diversity, equity and inclusion. Improving the media ecosystem requires tackling ad fraud and improving measurement methods to help understand consumer engagement with media, Adam Gerber, global chief investment officer at Essence, a unit of WPP’s GroupM, said in this interview with Beet.TV. Weeding out fake ad inventory is a necessary step in tackling ad fraud, [...]

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Responsible Media Global Forum with GroupM and the 4A's with IBM Watson Advertising, MediaMath, Nielsen and Pubmatic