Brands take action to wrestle back control of their digital spend

Global brands have made major changes to how they structure their teams, their contracts and relationships with agencies and how they buy media over the past 12 months as they look to take back control of digital ad spend in response to growing concerns over issues including brand safety, viewability, transparency and ad fraud.
New research by the World Federation of Advertisers, which surveyed 35 global brands with spend in excess of $30bn, found that 65% have improved their internal capabilit