Buoyed by the shift of sports programming to streaming, ad spend on digital video continues to climb, but that growth comes with greater scrutiny around transparency and business outcomes. Case in point: A major beverage company is conducting an independent audit of its digital media ads — including CTV and online video — that ran across the World Cup. It is a move toward transparency and accountability that Blockboard, one of its vendors being audited, welcomes. “Marketers want the receipts, and they haven’t been given the receipts,” said Matt Wasserlauf, CEO at Blockboard. “All the demand-side platforms that are running these ads are…
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