The advertising industry’s fixation with tying media value to short-term outcomes using programmatic ad technology is causing it to overlook differences in media quality, according to a
paper by the Coalition for Innovative Media Measurement (CIMM), AdExchanger reports. “Quality has been a buzzword for a while in this industry, and no one’s really defined
it, except, for the most part, in self-serving ways,” said Erez Levin, founder of ad tech consultancy Emet Advisory and a co-author of the paper, during the CIMM East event in New York City on
Tuesday.
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