IAB says marketers need more support adopting fraud detection and viewability technologies

The Interactive Advertising Bureau (IAB) has warned there remains a gap in knowledge between marketers being able to understand and use emerging fraud detection, attribution and viewability technologies.

Vijay SolankiA report commissioned by the IAB revealed that while marketers were taking more control, they still needed support to learn how to make the most of new tools being developed.

The report showed that agencies are at the forefront of adopting new technologies, with an increase of 19% in the use of ad fraud detection tools since last year and a 14% increase in the use of brand safety ad tracking.

While there has been a 13% rise in the use of attribution modelling, IAB Australia warned that just 50% of marketers were using it as part of their digital strategy.

“The gap between familiarity in attribution modelling and usage suggests more education is needed in optimising these methods,” the report said.

iab-researchIt found there was a 17% gap between familiarity with attribution modelling and usage.

“It’s clear that attribution is now both a need and an opportunity for marketers, highlighting the ongoing importance of the measurement of effectiveness,” IAB CEO Vijay Solanki said.

Technologies which saw an increase in use over the past year included ad viewability tracking, up 12%, DSPs, up 12%, and tag management up 10%.

Some 90% of survey respondents now use web analytics, 88% use ad serving technologies, 85% use tag management and 84% are using mobile analytics.


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