Fraud & viewability take centre stage in Canada

Establishing a more transparent media marketplace has been top-of-mind for marketers this year, and on June 10 at the Executive Forum of the Association of Canadian Advertisers (ACA), marketers showed how they are taking action.

The topic %u2013 Taking a Hard Line with Online: The Client Perspective %u2013 created considerable buzz among the more than 100 attendees in a cinema at Toronto's Tiff Bell Lightbox, with several saying afterwards they were leaving armed with insights to share with their teams.

Setting the stage for the day was Sentrant Security Inc., an internet security company focused on digital ad fraud, which provided evidence that cyber criminals have infiltrated the online ecosystem and called on brand marketers to draw up battle plans to address it.

Kristi Karens, Director of Media and Agency Partnerships at Mondelez, summed up the concerns about online fraud, calling it "the most important issue for the industry," as reported by Marketing Magazine.

Karens, Khoi Truong, Director of Media, L'Oréal Canada, Terry Chang, Group Director at Starcom MediaVest, Ricardo Martin, VP Marketing at Unilever, as well as Brent Bernie, President, comScore Canada, also gave their take on the value of viewable impressions.

Meanwhile, Media in Canada highlighted the calls at the forum for open and honest partnerships between clients, agencies and publishers.

For more information click here or contact the ACA.