Angus McLean, Senior Partner, Ebiquity discusses the challenges the marketing industry will face this year. As more marketing budgets flow towards digital and away from broadcast, the industry will continue to be vexed by online ad fraud – where the number of advertisement clicks and impressions is artificially inflated in order to generate more revenue.

Angus highlights that a study by Adobe estimated that around 28 per cent of internet traffic comes from bots and other “non-human” sources – this means that nearly 30 per cent of an ad’s audience will never even consider buying the product.

Angus warns that “this figure will increase next year, as more connected devices are added. Large advertisers employing ad fraud and brand safety tools by default will multiply — but small and medium-sized enterprises may be unwitting victims.”

To read the article in full on City AM click here.

First featured: 07/01/2019.