What trends will we see in adtech in 2025?

So what actionable steps can ad networks and brands take to protect their investments in DOOH from increasing cybersecurity risks, and how can transparency be maintained without compromising ad effectiveness?

Savina Parvanova, global marketing director, Limelight, says it is a shared responsibility of the whole industry to assure a safe digital environment. There are a variety of approaches towards protecting DOOH advertising from cybersecurity risks for brands.

Key among these is to leverage technology and to partner with the right vendors, ad networks and tech providers, as well as regulatory bodies such as IAB, MRC and others. Regular audits and vendor assessment must be priorities as well.

“Open and transparent reporting should be requested and provided. Also, brands should leverage Content Management Systems to enable real-time updates in order to quickly adapt and maintain ad effectiveness, without risking security,” explains Parvanova.

“The question is, how can transparency be maintained without decreasing ad effectiveness? The answer is simple. Ad effectiveness is only achieved if transparency is there as standard.”