Originally Published in: ExchangeWire
October 26th, 2017
Chris Dobson, CEO, The Exchange Lab, says that “There’s no doubt that obligatory best practice is required across the digital advertising industry. We need to work together to put a stop to irritating and irresponsible advertising, and that includes ensuring brand safety, and combatting ad fraud. Fraud alone is set to cost the ad industry in excess of USD$16bn (£12bn) this year, rising to USD$39bn (£30bn) by 2020, if we don’t get a grip on it now. If advertisers needed an impetus to get behind the IAB’s initiative, then this is it.
“What’s promising, is Google and Facebook’s commitment to implement the Gold Standards as the largest players. This positive move from the top will hopefully see other companies follow suit. All industry players are individually responsible for raising standards and need to be held to account where this doesn’t happen.”Follow The Exchange Lab (@exchangelab) and ExchangeWire (@exchangewire) on Twitter.