:00:00. > :00:07.Now for the latest financial news with Sally Bundock
:00:08. > :00:21.As more advertising dollars are spent on line companies
:00:22. > :00:27.are being warned to make sure they get what they pay for.
:00:28. > :00:29.And two of India's largest telecoms firms, Vodafone India
:00:30. > :00:32.and Idea Cellular, are merging to become India's
:00:33. > :00:52.Also in the programme, the President of Uber says
:00:53. > :00:56.he is leaving the company after less than six months in the job.
:00:57. > :01:01.One thing that all businesses have in common, regardless
:01:02. > :01:05.Making yourself known brings in customers and their cash.
:01:06. > :01:07.But advertising can also be a sizeable investment,
:01:08. > :01:10.and whatever size of business you have, you don't want
:01:11. > :01:16.That's bound to be discussed at one of the industry's big annual events
:01:17. > :01:18.starting in London in the next few hours.
:01:19. > :01:20.So, how much is spent on advertising?
:01:21. > :01:23.Worldwide, across all forms of media, it's estimated to be
:01:24. > :01:25.at almost half a trillion dollars a year.
:01:26. > :01:28.But where companies chose to spend their ad dollars is changing.
:01:29. > :01:31.About 38% went on traditional TV adverts last year with 36%
:01:32. > :01:35.This year, on-line ads are set to become the biggest slice
:01:36. > :01:39.But the platforms which host the ads, like Google and Facebook,
:01:40. > :01:41.are grappling with a big rise in advertising fraud.
:01:42. > :01:44.This comes in the form of bots and software that tricks websites
:01:45. > :01:47.into thinking more people have actually seen an ad,
:01:48. > :01:49.which means advertisers are overcharged for it.
:01:50. > :01:52.And this problem is growing, and some of the leading players
:01:53. > :01:55.in the industry are now warning that 20% of all digital ad spending
:01:56. > :01:57.is in danger of being wasted on fraud.
:01:58. > :02:00.Here's what Sir Martin Sorrell, Chief Executive of the world's
:02:01. > :02:03.biggest ad agency, WPP, told us about some of these issues
:02:04. > :02:38.The measurement of traditional media is the efficient. But the
:02:39. > :02:44.measurement of new media is virtually non-existent. -- pretty
:02:45. > :02:47.efficient. We have to expand the measurement capability to make sure
:02:48. > :02:52.we are getting the proper returns. Other issues like fake news, which
:02:53. > :02:58.you know a fair bit about on the BBC in terms of subject matter on brand
:02:59. > :03:00.safety and media placement on fraud, all of those issues are also
:03:01. > :03:01.important as well. With me is Ross Barnes,
:03:02. > :03:03.Chief Technology Officer Advertising Week Europe opens
:03:04. > :03:07.in London today at a time when new research suggests that
:03:08. > :03:15.nearly 20% of total digital ad spend You will be one of the big speakers.
:03:16. > :03:20.This is a key subject of discussion. Explained how this can go on when
:03:21. > :03:25.people are paying more than they need to for advertising. -- explain.
:03:26. > :03:30.This is a significant problem the industry is facing at the moment to
:03:31. > :03:37.be with the rising digital ad spend, we are seeing more ways in which
:03:38. > :03:43.fraudsters are mimicking human behaviour. A huge proportion of on
:03:44. > :03:51.line ad spend is being wasted on fake views, add fraud, as the
:03:52. > :03:54.industry calls it. -- ad fraud. How do you make sure your money is being
:03:55. > :04:01.well spent on Google or whatever rather than on robots clicking with
:04:02. > :04:07.algorithms? It is not easy to solve. There is no silver bullet.
:04:08. > :04:12.Fraudsters are getting more and more sophisticated. We recommend to our
:04:13. > :04:19.clients they use ad verification software. Before the ad appears, it
:04:20. > :04:26.makes sure it is a human and it is an appropriate website and the ad is
:04:27. > :04:29.actually seeing on the page at all. We say that all of our clients
:04:30. > :04:37.should use this software because 1- 2% of your ad spend of your budget
:04:38. > :04:41.could be saved from fraud. But the big sites you want to be on like
:04:42. > :04:47.Google, they will not be happy with third-party software being used. Is
:04:48. > :04:52.that correct? Facebook and Google are unique. They are platforms and
:04:53. > :04:57.consume a large amount of digital ad spend. Because of the value of the
:04:58. > :05:02.data they create, they are what is called wall gardens. And within
:05:03. > :05:06.those wall gardens, they reluctant to open up to third-party
:05:07. > :05:15.verification supplies. So on some platforms we are not able to make
:05:16. > :05:20.sure their content is appropriate. I don't know if you are a luxury
:05:21. > :05:24.holiday resort, you could appear next to something that is not in
:05:25. > :05:30.line with your company at all. Exactly. That was talked about in
:05:31. > :05:35.the UK press this week, some advertisers were appealing against
:05:36. > :05:40.inappropriate content. Content that, certainly, as a brand, you do not
:05:41. > :05:47.want to appear next to. This week, Google and Facebook among other
:05:48. > :05:53.companies will face questions about what they are doing to combat this
:05:54. > :06:01.brand safety issues bite it is so complicated, isn't it? Honestly.
:06:02. > :06:05.Thank you so much for coming in. We will see what comes out of that. Let
:06:06. > :06:08.us move on to a story breaking in the last hour.
:06:09. > :06:10.In the last hour, two of India's largest telecoms firms,
:06:11. > :06:13.Vodafone India and Idea Cellular, announced they are merging.
:06:14. > :06:16.The new joint entity will become India's largest telecoms operator.
:06:17. > :06:18.Shares in Idea rose by over 14% on the news.
:06:19. > :06:21.Recently, rival telecoms firm Bharti Airtel announced
:06:22. > :06:23.that it is buying Norway-based Telenor.
:06:24. > :06:25.So, why is India's telecommunications industry
:06:26. > :06:40.The BBC's Sameer Hashmi reports from Mumbai.
:06:41. > :06:48.Two decades ago, most people in India had to come to places like
:06:49. > :06:51.this to make a phone call. And now, India has the second-largest mobile
:06:52. > :06:57.phone market in the world, with over a billion users. And there are a
:06:58. > :07:03.dozen companies operating mobile phones in this highly competitive
:07:04. > :07:06.market. But Vodafone India and Idea Cellular merging, the industry is
:07:07. > :07:11.expected to go through a major shakeup in India. With nearly 400
:07:12. > :07:16.million customers, the new company will become one of the largest
:07:17. > :07:23.telecom operators in the world. This is the second major deal in India's
:07:24. > :07:31.the communications market. Cutthroat competition has severely damaged the
:07:32. > :07:35.profitability of these phones. Jio has crossed the 100 million customer
:07:36. > :07:41.mark. Last year, Jio, which was initially allowing mobile phones for
:07:42. > :07:51.free, has changed the market further. This is left companies to
:07:52. > :07:57.look for ways to combat this. Jio is offering data at dirt cheap prices,
:07:58. > :08:01.forcing others to offer it as well. We will adopt digitisation and
:08:02. > :08:08.digital life faster than anyone else in the world. This optimism extends
:08:09. > :08:12.from the fact that India is one of the fastest to the communication
:08:13. > :08:19.growing markets in the world. They will switch to it completely by
:08:20. > :08:27.2020. And there is more consumption of data because of this. Many people
:08:28. > :08:33.are using far less efficient technology. As we get more and more
:08:34. > :08:39.used to efficient technology, all the factors will combine together
:08:40. > :08:42.with a low-cost smartphone using efficient technology at their
:08:43. > :08:52.fingertips. And, again, price points, which affordable, will
:08:53. > :08:57.expand. India is a tough market for India telecommunication firms. It
:08:58. > :08:59.will be customers and not service providers which will remain the
:09:00. > :09:02.winners in this competitive market. Uber president Jeff Jones is leaving
:09:03. > :09:06.the company after less A source at the taxi booking app
:09:07. > :09:10.told the BBC the resignation They said Mr Jones was frustrated
:09:11. > :09:13.the company was hiring a new Chief Operating Officer
:09:14. > :09:16.and that he was not But according to technology news
:09:17. > :09:20.site Recode, Mr Jones left because of Uber's continued struggle
:09:21. > :09:35.with issues around sexism Greece is still waiting to secure a
:09:36. > :09:40.provisional agreement with creditors for another instalment of the
:09:41. > :09:44.country's $92 billion bailout. So far, there have been many
:09:45. > :09:47.encouraging noises from the IMF in Germany. Without an agreement,
:09:48. > :09:51.Greece could run out of money as early as July. A quick look at the
:09:52. > :09:59.market. A brand-new trading week opening up in Asia. Japan is close
:10:00. > :10:01.for a holiday. The price of oil is going the last deal. I will see you
:10:02. > :10:07.soon.