AdTech

Understanding the Importance of Inventory Quality Guidelines (IQG)

Buying media online is not unlike shopping for a mattress. A consumer may see a mattress at one store that they want to buy, not realizing that at another store, the very same piece is a lower price because it is under a different name. This scenario makes it very difficult for the buyer to know exactly what they are getting; the same goes for online advertising, where units are bought and sold and repackaged through different suppliers, creating a very foggy marketplace in which buyers have very little transparency. The issue stems from the fact that there are thousands

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