Truly digital marketers will be defined by their ability to firefight, not coming up with soundbites

Shields, Ronan
May 2013
Marketing Week (Online Edition);5/30/2013, p13
Trade Publication
In this article the author claims that online brand safety is a concern of the marketing boardroom. He cites the impact of the failure to address problems such as over paid search and display advertising, advertising misplacement and content verification tools on brands. He also mentions the failure of the Institute of Practitioners in Advertising (IPA), Incorporated Society of British Advertisers (ISBA) and the Interactive Advertising Bureau (IAB) to agree on standards for online brand safety.


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