Amobee's connected TV data marketplace will also include custom built segments to help advertisers
manage cross-screen frequency, maintain share of voice and reach unexposed viewers to drive incremental reach through connected TV.
As a practical matter, without effective verification and controls built into the agencies' day-to-day media buying process, there was no way for advertisers
to be confident that their agencies weren't violating their fiduciary and legal responsibilities to them.
However, the only people who see Facebook ads are those that Facebook's algorithms choose, based on advertisers
' chosen criteria.
We found that the most-targeted user interests were broad categories like "travel" and "food and drinks." But a surprising amount of ads, 39%, were more specifically directed using keywords advertisers
entered, for which Facebook suggested related interests and categories.
in the United States (US) are going off Facebook.
Both platforms have been evolving for years to increase the functionality and opportunities available to advertisers
. With each update, another level of complexity is added to the system.
Some media reports this year noted that advertisers
could choose to target ads at African Americans, Hispanics or other demographic groups -- or exclude them, to effectively market products or services to whites.
Brand Safety has become a major issue worldwide amongst advertisers
and major brands have pulled back their digital ad spends in light of this.
should ask potential partners about training support.
Particularly, the lack of a universally agreed method of calculating how much time people are watching online video has been a sore spot for advertisers
least 30 per cent of the market, the WFA sug- gested a number of measures advertisers