Rather than working on a viewability metrics that a marketer has deemed fine, they are instead buying guaranteed views and don’t pay for the ads that aren’t viewed, said Gilbert. Speakers at this year's Incorporated Society of British Advertisers conference focused on problems linked to effectiveness rather than last year's hot topic, transparency, suggesting the industry is less concerned about the problem. The Advertising Standards Authority (ASA) has been criticised for its lack of transparency in recent years and it was revealed that a number of advertisers had paid fines totalling £1m over their failure to disclose breaches
Speakers at this year's Incorporated Society of British Advertisers conference focused on problems linked to effectiveness rather than last year's hot topic, transparency, suggesting the industry is less concerned about the problem. The Advertising Standards Authority (ASA) has been criticised for its lack of transparency in recent years and it was revealed that a number of advertisers had paid fines totalling £1m over their failure to disclose breaches