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

October 14, 2016 11:45

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.

A 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.

Be a member to keep reading

Join Mumbrella Pro to access the Mumbrella archive and read our premium analysis of everything under the media and marketing umbrella.

Become a member

Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

Topics