Topic – The Digital Dilemma: Ad Fraud, Viewability and Beyond
Abstract: When advertisers invest in ad campaigns, what they are looking for is audience, or eyeballs. However, what is bought are actually ad impressions, which are served onto webpages. Were the impressions served to a human, or a bot? Was the ad viewable in the browser window, below-the-fold, or in a tab multiple layers down? These are the topics that the digital industry is grappling with today, in some markets more than others. Joe Nguyen, Senior Vice President, Asia Pacific, comScore, Inc. will discuss these industry issues – from ad fraud, viewability, ad blocking to brand safety and beyond – and what is being done to help advertisers, agencies and publishers in the rapidly evolving digital environment.
Profile: Joe Nguyen is Senior Vice President, Asia Pacific at comScore, a leading cross-platform measurement company that precisely measures audiences, brands and consumer behaviour everywhere. Joe has more than 20 years’ experience in Asia Pacific. He is an online analytics industry veteran with experience in panel-based audience measurement on the user and vendor sides as well as in site-side analytics. He is also an active thought leader, speaking at key digital, media and technology conferences. Joe is the co-founder of iamWednesday Singapore, and is currently on the Interactive Advertising Bureau Singapore board and Mobile Marketing Association Asia Pacific board of directors.