Planning for Attention
This article is part of a series of articles from the WARC Guide to Planning for Attention. Read more.
In recent years questions around the digital media supply chain have been widely discussed in the marketing industry, not just by experts in back rooms but by CMOs at large conferences. Brand Safety, Viewability, Transparency and Ad Fraud are now reported right up to the C-Suite.
Exactly how brands have reacted has varied considerably. Some still choose to ignore them and some have slashed digital spending, but others have created an opportunity to increase the quality,...