Digital’s Big Challenge In 2016: Accountability

A number of analysts have forecast 2016 will be the year digital ad spending surpasses television to become the No. 1 medium. But accountability remains a problem for the Internet. While many advertisers are moving their dollars online, there are serious concerns dogging the medium, including worries about ad fraud, ad blocking and viewability. Martin Utreras, an analyst at eMarketer, talks about how the problems are being addressed, what can be improved and what changes to expect this year.