After years of complaining about digital media fraud, brand safety and other problems, the Association of National Advertisers hopes to do something about it, starting a six-month pilot with what it hopes will be 35 marketers and more than $50 million in spending for 30 premium online publishers.
The goals include better measuring how much money ad-tech and other “middle players” are siphoning out of the digital media marketplace between advertisers and publishers.
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