CMO: ‘Performance-enhancing drugs’ threaten digital advertising
Mike Zaneis, the executive vice-president of public policy and general counsel at the IAB US, recently described the myriad issues facing the digital advertising industry as a war.
At first blush, that might seem a dramatic claim but when you consider the various fronts where the digital industry is vulnerable, including fraudulent traffic, malware and piracy and the sophistication and organisation of the criminals engaged in these activities, the war analogy makes sense.
Interestingly and importantly, Zaneis points out that the war is not only with the criminals who perpetrate these digital crimes, noting: "We are also at war with ourselves. We have created an overly complex and porous supply chain that is obfuscated from the very marketers we hope to sell to. And, we have not shown the necessary vision and commitment to effectively fight back."
I couldn't agree more.
As a digital advertising team, we've been on a winning streak – 2013 saw the online advertising industry valued at $4bn with 19.3 per cent year-on-year growth. Australia is firing on all cylinders when it comes to mobile advertising, taking home eight awards from Cannes; and video advertising saw 58 per cent year-on-year growth for the March quarter 2013.
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