Increasing Digital Marketing Performance Using The “Swiss Cheese Model” May 19, 2021
For most marketers, a fundamental step to improve marketing performance is ensuring that ads are served to humans. This may seem basic, but in today’s opaque and complex digital ecosystem, there is high probability that a portion of an ad campaign will be served to bots. Over the years, individual companies and industry organizations have introduced solutions that address specific high-risk areas to mitigate this risk. Yet the nature of independent solutions leaves holes in the system that fraudsters easily exploit. A new framework that connects, coordinates and layers these solutions is emerging to help marketers increase performance.