KUALA LUMPUR : The Malaysian Advertisers Association (MAA) and the World Federation of Advertisers are collaborating on a forum this week to address ad fraud concerns.
Titled “AdFraud in the Digital Era”, the forum will feature a leading group of experts who aim to highlight the potentials of being tricked in the digital advertising arena and assist advertisers in protecting their marketing investments against this threat.
According to Chan May Ling, who is the organising chairperson and head of marketing services at DiGi Telecommunicaions, there is an increasing trend for traditional advertising to be moved towards the digital domain.
“There are some forward thinking and innovative advertisers that have moved a significant portion of the advertising dollar towards the digital playground,” she said.
However, there are lingering issues in the digital advertising space. For example, Malaysia lacks a transparent view on the amount of digital spends across categories in online media.
This makes it extremely difficult to benchmark claims and leads to wastage of the advertising spend as it is not specifically targeted at the correct potential audience.
“This is why the AdFraud forum is definitely a progressive step undertaken by the MAA to ensure all its members are in sync with the shortcomings of the digital arena and are alert to the possibilities of being taken for a ride on a relatively new and unchartered advertising highway,” she added.
Additionally, the WFA has identified clear steps to enable brands to reduce their exposure to ad fraud in four key areas, and it requires brands to show leadership and work closely with their ecosystem partners to drive major change,
Registration for the half-day forum is RM220 for MAA members and RM280 for non-members.
*Source from The Star – 8th August 2016
