September 16, 2015 | 2 min read

At Europe’s biggest digital marketing conference Dmexco, The Drum is catching up with thought leaders from across the industry to discover the biggest issues facing brands, agencies and publishers today.

The online advertising industry needs to follow the example of its offline predecessor in proving the value of branding, according to Amit Kotecha, head of marketing EMEA at Quantcast.

Discussing the biggest challenges facing online advertising, Kotecha believes the industry needs to follow the efforts of organisations like the IPA in commissioning studies to conclusively prove the power of digital for branding.

Speaking at one of the largest gatherings of ad tech companies, he also called on bridges to be built better between digital technology companies and creative agencies.

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