The ongoing issue of fraud in digital advertising is a big cause for concern for Anindya Dasgupta. “The global numbers are staggering,” says the global chief marketing officer of Fonterra. “We haven’t been able to pinpoint the number for Asia-Pacific, but if you assume the global statistic of one in three ads being fraudulent is somewhat valid for Asia, then that represents significant wastage for us.”
It is an issue the dairy products company is...
- Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
- Unlimited website access*, and an archive of more than 70,000 articles
- Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
- Daily newsletters and breaking story alerts straight to your inbox
- New weekly feature articles on the latest research, innovation and marketing trends
- Be the first to hear about industry events