Viewability; How Brand Safety and Adfraud Impact Brands Online – ArabNet Riyadh 2017
According to Juniper Research adfraud may cost the advertising industry up to $19B in 2018. The industry has witnessed many scandals this year including Hyphbot which was reaping up to $1.3M/day and Methbot that reaped $180M before being blocked. Publishers, agencies and technology providers are proactively working to solve and address ad fraud and safety. Meanwhile in the UK, the vast majority (95%) of CMOs at leading brands say they have overhauled their digital strategies this year following widespread publicity about brand safety, fraud and transparency. This panel discusses the best practices that are being employed to combat adfraud, how marketers can ensure the safety of their brands online, and common pitfalls that advertisers face in this respect.
Moderator: Rita Makhoul, Managing Editor at ArabNet
Moustafa Ismail, Regional Director at DMS
Ayman Haydar, CEO of MenaMarketPlace