By Nader Bitar, deputy general manager, MMPWW
Fraud! Viewability! These terms were thrown around freely in the same sentence under an umbrella of brand safety and with an edge of controversy last year. From one data-related upset to the next, everyone in the world of media had a responsibility to answer to an industry in flux and a desire to find a scapegoat to offset blame. Whether we asked for it or not, 2018 was a catalyst year to a larger conversation around the role of programmatic, and a shift to brands bringing media planning in-house, publishers looking to take back control of their inventory and agencies seeking to acquire quick partner solutions of their own.
The truth of the mat
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