A new study was released from iotec, which is a media buying platform. The study looked at a variety of concerns that marketers and brands have in regards to mobile advertising and other related topics. Part of the report was based on a survey of 500 marketers based in the UK to learn more about what types of issues they were most concerned about.
The number one issue was ad fraud, which 49.6% of marketers found to be the biggest issue. 50% of those said that they were very concerned about it, and another 41% said that they were somewhat concerned. Another common issue was ad viewability, which had 28.7% of respondents saying that it was their main concern. Coming in third was ad targeting issues, which accounted for 22% of the respondents.
Additional information from the report found that 41% of marketers found dealing with mobile programmatic platforms is more complicated than desktop systems. This could be a cause for concern for mobile ad networks, which should be pushing to make the process simpler for their customers.
The CEO of iotec, Paul Wright, said on this report, “Ad fraud continues to dominate the conversation surrounding digital advertising as we head into 2018, and I don’t expect it to quiet down. We are committed to dealing with this issue in a robust fashion as any responsible adtech company should do.”
The full report can be downloaded HERE.