While digital ad spending occupies a lion’s share of global ad spend, according to Emarketer, the Covid-19 pandemic has hit the global advertising industry hard, with companies worldwide slashing marketing budgets amid deteriorating economic conditions. Ahead of the recovery expected in 2021, marketers are asking themselves how to do more with less money, resources, and time.
According to Nielsen, nearly 40 per cent of online ad impressions miss their target demography. As impressions make way for a rise in audience-based buys, agencies and brands are discussing the need for more effective and robust tools to verify their audiences.
With the risks of off-target delivery consuming ad spe
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