Viewability, ad blocking, fraud and financial transparency dominated "Media Day" during the annual 4As Transformation Conference in Miami. But if the attendees were hoping for a magic solution to any of these issues, they picked the wrong conference.
Rather, panelists charted incremental progress, commiserated over digital dollars lost and transparency woes, and discussed the need for a shift from buying digital media with a focus on efficiencies to a focus on effectiveness.
"[There are] criminals who are literally costing the industry at least $8 billion a year, just in the U.S. alone," said Michael Zaneis, president and CEO of TAG, which stands for Trustworthy Accountability Group. He was on a panel called "Viewability, Fraud, Transparency and Ad Blocking."
"I think I have you guys beat," added Donnie Williams, chief digital officer at Horizon Media, a few minutes later on the topic of ad blocking. The industry faces $20 billion in the amount of revenue loss potential, he said. "As an organization, I think the end goal is better user experience, not because we want to create more revenue, but we want to create more powerful advertising," he said. "Folks like Forbes and the Washington Post are doing research to determine what folks find intrusive."