What is media transparency?

To ensure successful execution, strategic brands see data as the foundational piece of their campaigns — not a supplemental afterthought. Mexico is an example of a country where such legislative changes are taking place. On April 30, 2021, the Mexican Chamber of Senators and Deputies passed on a new media transparency law aimed at combating unfair practices within advertising contracts. In addition, the lack of transparency could also lead to advertisers not receiving their share of rebates that the agency has been enjoying.

Brand safety should be a priority

Lopez said he would leave the decision about what to do next in the hands of the trustee, Christopher Murray, who had overseen the auction. U.S. Bankruptcy Judge Christopher Lopez said after a two-day hearing that The Onion’s parent company, Global Tetrahedron, had not submitted the best bid and was wrongly named the winner of an auction last month by a court-appointed trustee. Its inclusion was driven by a change in California law that mandates the disclosure.

Buyers are finding it possible to hit campaign goals using less inventory with more expensive audience data. However, this is raising more questions among brands Media Buying Transparency that still value scale. Data isn’t bought and sold in a free market, and that’s damaging to the digital ecosystem. For data to be effective and add value, coverage, match, quality and compliance must be factors in brand choice. It’s essential for agencies to be held accountable, especially when it comes to the covert relationships they may have with media owners. According to the Global Media Transparency Index report, the task can be accomplished in a number of ways.

Media Buying 2018 — Transparency at a Crossroads

Because AVBs contribute to the largest share of transparency issues, they need to be examined further. There are multiple factors at play in the Marketing – Finance – Agency ecosystem, to ascertain the possibility and importance of financial transparency, especially in the current times of uncertainty. Jason Goldstein, a lawyer for The Onion’s parent company, said in court that the delay after the conclusion of the auction had been costly.

This includes steps we’ve taken to simplify our platforms, explain our fee structure and shape industry standards. Earlier this year, we introduced the Ads Transparency Center to help people easily learn more about the ads people see from Google. Last fall, we launched My Ad Center, our user-centric way to help people control the ads they see online — directly from the ads themselves. Transparency in media buying has emerged as a pivotal issue in the realm of advertising, reflecting the growing demand for openness, clarity, and accountability in the processes of purchasing digital ad space. A major factor for the woe online media buying finds itself in is how ad performance is measured. As mentioned, P&G’s Marc Pritchard has been very vocal about the need for improvements to the digital supply chain.