Marketers that successfully innovate in digital possess, without exception, established core competencies that deliver consistent results. These marketers can experiment with confidence and design effective digital programs because they have something to stand on.
Device recognition will be yet another technology challenge for marketers but has the potential to overcome many key tracking, measurement and privacy issues with which data-driven marketers have struggled.
Better marketing practices and technology will help to mitigate the impact of traffic fraud but only a collective effort from the digital media industry can truly stop this problem from destroying the value of the Internet.
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