Digiday+ Member Article

Media buyers and marketers often bemoan a lack of transparency in online advertising, but “transparency” can refer to many different challenges and means different things to different parties. As a result, media buyers say they’re instituting various measures in attempt to introduce greater transparency into their dealings with vendors, partners and their clients.

In a survey of 49 agency media buying executives surveyed at the Digiday Media Buying Summit this October, roughly two-thirds of media buyers said they have instituted more frequent reporting mechanisms, for example, in addition to whitelists of approved sites to advertise on. They’re also increasing the frequency of their campaign reporting in attempt to give clients greater clarity over how their money is being spent.

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