According to a recent WARC and GWI research study, excessive ad frequency is more likely to have a negative impact on how consumers view a brand than if those ads were placed around unsafe content. Yet it’s challenging for media planners to have a clear view of ad frequency due to market fragmentation, measurement gaps, and walled gardens.

Erica Kokiw, VP Digital, UM is among the top industry leaders who support combative initiatives. “There are many approaches clients can take to ensure optimal frequency,” says Kokiw, “including maximizing SOV and reducing audience duplication between platforms”.

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