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MarTech Series – Marketing Technology Insights
Integral Ad Science (a global leader in digital media quality, released its 2022 Amplifying Media Quality in Digital Audio Report. In partnership with YouGov,a global public opinion and data company, IAS surveyed U.S. digital media experts — including publishers, ad buyers, and adtech experts — on their expectations for digital advertising in programmatic audio. Results surfaced substantial concerns regarding ad fraud in digital audio and division on the adequacy of current metrics. However, media experts overwhelmingly agree about the capacity for third-party verification companies to address these challenges.
The report breaks down how media experts are engaging with digital audio as a rapidly expanding market and highlights the role third-party verification plays in maintaining high-quality standards for digital audio advertising.
The report also delves into questions about whether current audibility metrics are sufficient in addition to industry-wide concern centered on audio ad fraud and how media experts are looking to harness brand suitability to combat risk.
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Based on the report, these key priorities will guide advertisers in the year ahead:
“Digital audio is booming and marketers want metrics to ensure they are placing their ads in the best possible audio adjacencies,” said Tony Marlow, CMO, IAS. “IAS is well-suited to deliver comprehensive transparency to the digital audio ecosystem and to help marketers make every audio impression count.”
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PR Newswire, a Cision company, is the premier global provider of multimedia platforms and distribution that marketers, corporate communicators, sustainability officers, public affairs and investor relations officers leverage to engage key audiences. Having pioneered the commercial news distribution industry over 60 years ago, PR Newswire today provides end-to- end solutions to produce, optimize and target content — and then distribute and measure results. Combining the world’s largest multi-channel, multi-cultural content distribution and optimization network with comprehensive workflow tools and platforms, PR Newswire powers the stories of organizations around the world. PR Newswire serves tens of thousands of clients from offices in the Americas, Europe, Middle East, Africa and Asia-Pacific regions.
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