While marketers have demanded digital giants increase their third party measurement partners amid anger they ‘mark their own homework’, new research reveals that agencies aren’t heeding their own advice, with less than a quarter (24%) of mobile media planners using third parties to measure and validate their data.
GroundTruth (formerly xAd), conducted the study in conjunction with ExchangeWire, which saw it survey over 150 mobile ad buyers in the UK on whether they are using third-party validation for viewability, brand safety, and fraud and the importance they place on this verification.
The research finds Read full story ›
Source: The Drum
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