Digital advertising is navigating a more complex risk landscape, with increasingly sophisticated fraud tactics, AI‑driven spoofing, and new surfaces for brand interaction. Maintaining quality and reliability requires consistent standards that can scale across platforms and partners. As Eric Kirtcheff, Global Head of Ad Operations, Measurement and Data Integrity at WPP Media, puts it: “Our responsibility is to ensure clean delivery environments and accurate, trustworthy data behind every impression. By reinforcing anti‑fraud defenses and maintaining high brand safety standards, we create more stable outcomes for clients and a clearer view of performance across the supply chain.”