TITLE

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

AUTHOR(S)
Shields, Ronan
PUB. DATE
May 2013
SOURCE
Marketing Week (Online Edition);5/30/2013, p13
SOURCE TYPE
Trade Publication
DOC. TYPE
Opinion
ABSTRACT
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.
ACCESSION #
88007555

 

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