Australia's advertising and marketing industry is becoming increasingly concerned with issues surrounding digital advertising technology, specifically ad fraud detection; brand safety and viewability. B&T surveyed 200 respondents for a study which found 76% of the respondents where already using viewability tracking technology, 48% had invested in brand safety technology and 52% were not using ad fraud protection. The survey showed that analytic and measurement technology were to be taken advantage of, but that knowledge of how to use these technologies was not great.
Australia's advertising and marketing industry is becoming increasingly concerned with issues surrounding digital advertising technology, specifically ad fraud detection; brand safety and viewability. IAB Australia surveyed 200 respondents for a study which found 76% of the respondents where already using viewability tracking technology, 48% had invested in brand safety technology and 52% were not using ad fraud protection. The survey showed that analytic and measurement technology were to be taken advantage of, but that knowledge of how to use these technologies was not great.