Digital advertising’s volume-based KPI’s are providing incentives for fraud

https://youtu.be/GBJgoP-g-8A

Scott Knoll, CEO and President of Integral Ad Science, explains to VideoAdNews why the industry needs to move to KPI’s that are based more on what was actually achieved, rather than ones that are simply based on volume. Knoll also discusses where viewability measurement is heading in the future. The interview was filmed at the I-COM Global Summit 2016, held in Seville, Spain.