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By Jessica Yared, ACA Last week the ACA hosted a 3-hour executive forum on digital media transparency, verification and auditing, with an equal mix of marketers, agency and media folks in attendance. That players from all sides attended, illustrates just how important the topic is these days.

In my role running Research at AudienceScience, I spend a lot of time talking to advertisers. While in most cases, their challenges, pain points, strategies, and goals broadly differ, the one term I am now consistently hearing out of the mouths of advertisers globally is “transparency.” From where I sit, “transparency” is the advertising buzzword of 2014 and advertisers are actively seeking how they can get more of it.

Not that advertisers asking for transparency is something new. Nearly all advertisers have some guarantee of transparency written into their agency contracts and smart advertisers have long known that transparency is essential to understanding what’s working, what isn’t, and how their organizations can improve their media spending.