The lack of knowledge proves to be a major challenge for brands and agencies trying to build trust in digital advertising.
A perfect storm of factors has led to this untenable landscape of measurement complexity.
Giovanni Gardelli: 'Transparency is critical to reinforce trust and drive better outcomes for advertisers.'
Lorraine Donnelly: 'The findings from this survey show us where brands and agencies are feeling the pinch and where they see opportunity.'
Mediaweek caught up with Mediahub's Gerry Bowness, Ashleigh Carter from Atomic 212° Sydney and Avenue C's Mark Zala.
John McNerney: "Yahoo DSP is committed to simplifying it while continually innovating for the future."
