VAB Releases Data Spotlighting Marketers'
Misconceptions Around Transparency and Brand Safety
NEW
YORK, April 30, 2024 /PRNewswire/ -- How aware
and worried are marketers about digital ad fraud? The
Video Advertising Bureau (VAB) investigated that question
and presents its findings in Exposed: 5 Inconvenient Truths
We Learned From Marketers.
"Over the last year, it's been impossible to ignore the headlines
filled with the repercussions of ad fraud and the lack
of digital transparency. Yet, we've noticed a curious silence on
this topic among marketers—the same marketers who loudly and
rightfully demand their TV advertising meet strict brand safety
guidelines and adhere to rigorous third-party measurement. Through
custom research and off-the-record conversations, we learned the
inconvenient truths around why this double standard exists," said
Danielle DeLauro, Executive Vice
President, VAB. "From misaligned KPIs to an imbalance in power to
limited oversight, most marketers are clearly struggling to
understand the consequences of their digital investment decisions.
The good news is there is recourse and a path forward. By actively
demanding transparency from media partners, marketers can reclaim
true stewardship of their brands and work towards a
business-building future."
Among those inconvenient truths:
- There is a lack of culpability where no single party is
willing to assume responsibility: 32% of marketers say brands
are responsible for preventing ad fraud, while 27% say
agencies.
- Marketers face persistent ad fraud with
little power to address it: The main recourse taken by
marketers is to shift some ad dollars away from the
offending digital platform.
- Marketers are putting brand safety at risk: While
over 80% of marketing professionals say ad fraud is a
major concern, only a fraction are prioritizing brand safety over
cost. Further, marketers are shifting ad spend away from
transparent media channels to walled gardens who have been plagued
by safety scandals.
Read the report here.
ABOUT VAB
The Video Advertising Bureau (VAB)—whose members include the
national TV networks alongside a broader community of influential
media companies—plays a dual role in the video advertising
industry. VAB is fiercely advocating for the changes that bring
about a more innovative and transparent marketplace. VAB also
provides the insights and thought leadership that enables marketers
to develop business-driving marketing strategies. Visit VAB online
and access its continuously growing content library at
thevab.com.
Media contact: jacob@rosengrouppr.com
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SOURCE VAB