Some $8 billion lost in fraud. Another $20 billion lost in ad blocking. There are four key challenges — viewability, fraud, transparency, and ad blocking — that undermine advertisers trust in the digital industry. To make matters worse but they are often erroneously mashed up as one big Adland mess, causing confusion about the most effective tactics to tackle each individually.

A session Wednesday at the 4As Transformation Conference in Miami featured four industry mavens who offered thoughts on how the industry is addressing these critical matters.

First up was George Ivie, head of the Media Rating Council, who discussed how the organization is battling so-called “ghost” impressions by developing processes to track ads similar to TV spots. Up to 60% of digital impressions are non-viewable.

Read the full MediaPost article here.