The online advertising industry evolves at a rapid pace, driven by changes in consumer behaviour and advancements in technology. ExchangeWire spoke to several senior marketing professionals from leading ad tech companies about their expectations for 2016, we’ve summarised their prediction in this piece.

Technology will support increased control and transparency
“Issues, such as viewability and fraud, have led marketers to demand more control over the execution of their programmatic campaigns, meaning transparency will be a major trend in 2016. The IAB have already scheduled an industry event to debate programmatic transparency. Technology will be required to support this increased level of control, and marketing operating systems that enable marketers to manage activities across all channels – including offline – using a single platform will help them achieve the transparency they desire.”

Richard Beattie, ‎SVP Commercial, at MediaMath

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