The Australian Association for National Advertisers (AANA) has warned marketers they need to take on responsibility for transparency – rather than relying on publishers or media agencies – as issues around ad fraud, viewability and programmatic advertising increase.

At last night’s AANA event – The Media Challenge: Achieving Transparency Effectiveness to Drive Business Outcomes – Nick Manning, chief strategy officer at Ebiquity, said even though ad fraud is growing, programmatic is “the biggest problem of all”, and it will be on marketers to find solutions.

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