Nearly half of marketers say inventory labeled “premium” or “brand-safe” doesn’t meet the quality standards claimed by the seller, according to a new survey by EMARKETER and Verve. That’s a problem, because while quality matters in media buying, proving it has become nearly impossible in a fragmented, data-constrained landscape.
Download this new research report to see what 119 US media-buying decision-makers told us about how they define quality, which measurement frameworks they trust, where the trade-off between scale and quality hits hardest, and why confidence in “premium” inventory continues to erode.
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