About half of Australian agencies and publishers are not using brand safety technology or ad fraud detection tools, according to an industry-first research report released today by IAB Australia.
The report highlights accountability and brand safety as the urgent focus for an industry dealing with the increasingly complex areas of analytics and measurements in digital advertising.
However, the State of the Market: Marketing and Advertising Technology study of 200 respondents found 76% are using ad viewability tracking technology.
Agencies, clients and publishers are taking advantage of a broad range of tools and technologies in the areas of analytics and measurement but the uptake of attribution modelling, data visualisation and content personalisation technologies was relatively low.
Head of IAB Australia, Alice Manners, said the report showed a demand for industry education.
“As more and more consumers are using mobile and engaging with online video, marketers and advertisers are acknowledging they need to better analyse and use a range of tools to understand and serve their customers,” she said.
“The industry has expressed a clear hunger for greater accountability and a growing sophistication in their needs so we will continue to work towards supporting their needs.”
Earlier this year, IAB Australia launched the AdTech Advisory Council and a Trustworthy Accountability Group, to combat ad fraud, malware and piracy.
The full report will be available here.
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