Enough is enough for ad fraud and meaningless metrics

Marco Bertozzi, Spotify, VP, Europe, highlights the recent controversy around the measurement of online advertising, and concludes that strict metrics will be the new norm in ad land.  
It's the end of the road for most of what we consider to be the norm in digital advertising. There are 600 million reasons why, according to a Meemetrics survey, that stated £600m was wasted on advertising in 2016 alone because they were not hitting standards.
The much-discussed Marc Pritchard IAB