Allocate Your Marketing Dollars More Efficiently | Forrester

Marketers are increasingly under pressure to show that their digital marketing investments are generating returns. Large firms like Unilever have moved to more regularly reevaluate their marketing spending as part of a shift to zero-based budgeting — adopted in part to ward off potential interference by activist investors. Ad fraud and viewability concerns are giving […] [from http://ift.tt/2leQDNn]