Digital detergent: how to make online advertising a safer place

Video interview: Financial Times, Santander, Agenda21, comScore.

$7.2 billion of global digital adspend will be lost on fraud this year.

Factor in issues around viewability and brand safety and digital advertising is starting to look like a risky investment for advertisers – yet the digital marketing budgets continue to rise.

So, how can the industry wash the dirt out of digital and make it a safer place for everyone to do business?
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A debate hosted by Mediatel and comScore set out to discuss what advertisers, agencies and clients are doing to ‘clean up’ the digital advertising landscape – and whether brands can stay safe, and work effectively, in an increasingly complex online world.

While better tech and consumer data are playing an integral role, it was widely agreed that advertisers and clients need to help drive the change – from demanding more clarity and verification, to asking tougher questions of their agencies and publisher partners.

In the short video interview above, hear from the Financial Times‘ Victoria Eastwood, Santander‘s Keith Moor, Agenda21‘s Pete Robins and comScore‘s Martin Bromfield, who give their solutions to digital’s biggest headaches.