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