{"id":1299,"date":"2014-05-27T10:15:13","date_gmt":"2014-05-27T14:15:13","guid":{"rendered":"http:\/\/www.acaweb.ca\/en\/?p=1299"},"modified":"2020-10-27T14:06:35","modified_gmt":"2020-10-27T18:06:35","slug":"transparency-in-digital-advertising-more-than-a-buzzword","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/en\/2014\/transparency-in-digital-advertising-more-than-a-buzzword\/","title":{"rendered":"Transparency in digital advertising \u2013 more than a buzzword"},"content":{"rendered":"
\"Michael
Michael Greene<\/figcaption><\/figure>\n

In my role running Research at AudienceScience<\/strong><\/a>, 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 \u201ctransparency.\u201d From where I sit, \u201ctransparency\u201d is the advertising buzzword of 2014 and advertisers are actively seeking how they can get more of it.<\/p>\n

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\u2019s working, what isn\u2019t, and how their organizations can improve their media spending.<\/p>\n

But for many advertisers, gaining greater transparency has taken on a higher degree of urgency as advertisers\u2019 sense that they are getting less of it than ever before. Why is that? The increasing role of digital advertising in the media mix is the primary driver. As advertisers invest more and more in digital media, the need to apply rigorous auditing and verification practices only increases. Unfortunately, traditional methods used to ensure advertising transparency and effectiveness don\u2019t easily translate into the digital space. Why not?<\/p>\n