Advertisers expecting lower-funnel results from publishers

Peri Shamsai, media and entertainment industry lead, NE at Accenture, details three strategies that advertisers can adopt to overcome today’s marketing challenges. The strategies — gleaned from Accenture, as well as IAB and its members — include reimagining trust between consumers and advertisers, retraining and giving new skills to ad sales teams, and using technologies like machine learning and artificial intelligence to add value to the ad sales process.