Imad Sarrouf

market is continuing to mature and, as a natural consequence, numerous consolidations and exits will ensure that only those who are truly able to provide brands and advertisers with what is needed to acquire customers and drive revenues will survive.

But what should we all be focusing on, exactly? Out of all of the futuristic visions that vendors are painting for marketers in the coming years (AI, blockchain, ML, VR, AR and voice, to name a few), which ones are going to actually come to life? Which will bring real, lasting value to the digital advertising ecosystem?

In 2018, headlines across the digital video industry were largely dominated by the term “brand safety”. Moving forward, there will be a greater emphasis on context-based targeting in premium environments, in a bid to understand and engage with audiences across multiple platforms and devices. As video advertising continues to thrive and develop across the web, apps and soon OTT, there will be an even greater need for data-driven insights to uncover how creative content and messaging resonate with these different audiences. At DMS, our adoption of MOAT a few years ago has enabled us to extend full transparency to agencies and clients, by offering them a wide range of metrics that satisfy a host of requirements. These are related to brand safety, invalid traffic and ad viewability, time and heat maps and more. All these