Auditors do not understand performance-based marketing tools and methods such as programmatic buying and viewability, and so there is a mismatch between auditors' and marketers' versions of budgets
and ROI. The World Federation of Advertisers has published research that shows marketers believe auditing of campaigns is essential, but there is no current agreed-upon way of measuring programmatic,
leaving brands with 'inauditable' impressions.
Read the whole story at Marketing Week »