‘5 Big Challenges Digital Marketers Faced in 2016’ – Entrepreneur
Simon Grabowski says, “For digital marketers, 2016 was a year of innovation and change. And while some of the most prominent challenges were familiar, there were brand new hurdles that seemed to emerge daily. So, what were the most critical ones?
As marketers close out the year and consider strategies for 2017, here’s a look back at five of the biggest obstacles they faced over the last year.
1. Ad fraud is still a big problem.
The United States has one of the worst ad fraud rates in the world. This year, the rates will cost the industry more than $7 billion in advertising spend — up, once again, from the previous year (in this case, 2015). For comparison, other countries like Australia, France, Germany and the United Kingdom all have better rates.
On the bright side, as the problem has grown, so has awareness among advertisers. This has led to supply-side changes, with publishers eliminating high-risk and potentially fraudulent inventory. We’re also seeing more industrywide standards and incentives in place this year than there were two years ago”.
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