ADVERTISING EXPERT WITNESS TESTIMONY BY TOP TESTIFYING MARKETING CONSULTANT

Leading advertising technology expert witnesses and testifying marketing consultants provide transparency into ecosystems that power modern digital ad networks and promotions. We look at typical areas of commentary.

1. Programmatic Ads and Real-Time Bidding – Unsurprisingly top advertising technology expert witness picks frequently testify about the intricacies of programmatic advertising and real-time bidding (RTB) systems. Consultants explain how automated processes work, from the moment an ad impression becomes available to when an ad is served to a user, often within milliseconds. Leaders opine on the roles of various players in the ecosystem, including demand-side platforms (DSPs), supply-side platforms (SSPs), and ad exchanges. Also prominent advertising technology expert witnesses evaluate the fairness and transparency of bidding processes, assess claims of market manipulation, or analyze the impact of specific algorithms on ad placement and pricing.
2. Ad Fraud Detection and Prevention – With ad fraud costing the industry billions annually, ad tech testifying leaders are often called upon to address issues of fraudulent activity in digital advertising. Noted advertising technology expert witness presenters evaluate the effectiveness of fraud detection technologies and methodologies, analyzing techniques used to identify bot traffic, click fraud, and impression fraud. Consulting and testifying authorities opine on industry standards for fraud prevention, the reasonableness of fraud rates in campaigns, and the potential liability of different parties in the ad delivery chain when fraud is detected.
3. Data Management and Privacy Compliance – As data becomes increasingly central to targeted promotions, so too do advertising technology expert witnesses testify about data management practices and privacy compliance. Advisors assess the collection, storage, and use of user data in advertising systems, evaluating compliance with regulations like GDPR, CCPA, and emerging privacy laws. Presenters opine on the implementation of consent management platforms, the effectiveness of data anonymization techniques, and the appropriate use of various types of data (first-party, second-party, third-party) in ad targeting.
4. Ad Viewability and Measurement – Folks address issues related to ad viewability and the accuracy of advertising metrics – and evaluate the methodologies used to measure ad impressions, clicks, and conversions across different platforms and devices. That could span analyzing the implementation of viewability standards set by organizations like the IAB (Interactive Advertising Bureau) and MRC (Media Rating Council). Firms look in on the reliability of various measurement tools and the potential discrepancies between different reporting systems.
5. Cross-Device Tracking and Attribution – With users accessing content across multiple devices, celebrated advertising technology expert witnesses get called upon to explain and evaluate cross-device tracking and attribution methods. Consultants assess the accuracy and privacy implications of deterministic and probabilistic matching techniques used to link user identities across devices. Standouts hit on the effectiveness of various attribution models in assigning credit for conversions across different touchpoints in a multi-device customer journey – and address challenges and potential biases in cross-device measurement and targeting.