In MENA we are seeing that some multinational brands are becoming increasingly interested in ad verification. Following the brand safety and metric reporting issues that took the global ecosystem by storm, brands and agencies are more aware than ever of the need for transparent and accountable ad verification, with clear brand risk management and verified viewability metrics. These considerations are now becoming top-of-mind for several brands, due to media attention and an increased need for better education on transparency issues.
As DMS, we are making good progress to ensure brands and agencies alike are aware of the need for accountability and trust, explaining what this involves an
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