Forrester Reports Poor Quality Ads Wasted $7.4 Billions In 2016

Forrester released a new report recently which concluded poor-quality ads cost U.S. marketers $7.4 billion last year and this cost may continue to growth to $10.9 billion by 2021 if the issue of waste is not addressed properly.

While Forrester’s actual report is only available for a fee, MediaPost posted an informative summary of the report. Some of the highlights include:

  • Programmatic media and video are the primary cause of ad fraud spending waste
  • Lack of transparency in the ad tech supply tech greatly contributed
  • Marketers are pushing for standards like for print and television but until then, such waste will remain
  • Without standards, even measuring viewability won’t be useful

 

About KW Low

******* A founder of LA AdTech, KW Low is a technology strategist specializing in advertising technology business development, strategic partnership and market growth. If you have any feedback or comment about this post or LA AdTech in general, please join the LA AdTech Facebook Group Community *******