When brands and companies are looking for digital advertising, they need to make sure that they are aware of exactly what they are purchasing before investing their marketing budget in this channel. The return on investment may not be what they expect as a result of the ongoing concerns with bots, fraud, data and security issues.

Eight out of ten travelers would buy ancillaries from their travel supplier, but great products and services just aren't enough anymore. Airlines need to present new offerings, or inviting ancillaries, into the context for the customer.