Deutsche Telekom: Brands will switch spend back to traditional channels if digital doesn’t clean up its act

Advertisers could switch budgets back to TV unless urgent action is taken to address serious issues in the digital media ecosystem, according to Deutsche Telekom’s head of international media management Gerhard Louw.
Speaking to Marketing Week following the unveiling of the World Federation of Advertisers’ (WFA) Global Media Charter, Louw says tolerance among advertisers for the buck passing among those in the ecosystem is disappearing to the point where budgets could be reallocated