Advertisers are combating media wastage to strengthen connections with consumers
Across the advertising industry, there has been growing chatter about media wastage as it contributes to wasted budgets and lower ROI. In response, ad tech players and agencies are collaborating on solutions to identify and reduce media waste for the overall importance of the digital ecosystem, paving the way for a more transparent and effective industry.
In this Q&A, Dentsu Media U.S.’s Jennifer Scheel, executive vice president and head of programmatic, and Emily Kennedy, senior vice president, digital and programmatic partnerships and strategy, spoke with Jenny Chau, Chief Solutions Officer at Channel Factory in discussing transparency in fighting media waste.
What are some of the underlying causes of media wastage?
Jennifer Scheel (Dentsu): We think of media waste or wastage as any and all incidents where paid media doesn’t reach the intended consumer in the intended format with the intended creative at the intended time. This could be incorrect targeting, language, creativity, format, device and more.
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Source:: Digiday
