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‘Brands are starting to question if they have over-invested in digital’

‘Brands are starting to question if they have over-invested in digital’

From Marketing Week - WPP’s CEO Sir Martin Sorrell expects growth in digital ad spend to slow over the next few years as concerns over viewability, ad fraud and measurement impact budgets.

Speaking on the company’s earnings call this morning (24 August), Sorrell said brands are increasingly questioning their digital ad spend. He cited the example of Procter & Gamble, which is planning to cut investment in targeted Facebook advertising after admitting it went too far.

He explained: “What has really been happening is questioning digital growth. One of our major clients has talked about investment in Facebook and reducing that, not overall but investment on particular areas of activity.

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