Look through the websites of technology providers throughout the advertising ecosystem, and you’re bound to see some variation of the word “transparent” as a key value proposition across many of them.
My employer, Nanigans, is no exception. It’s presently a hot term for online advertising in general, particularly in light of a report on the subject from the Association of National Advertisers (ANA) earlier this year.
But despite this seemingly industrywide alignment on messaging, there are widely disparate explanations for what transparency means for advertisers. A phrase like “cost transparency” can mean anything from a vendor-provided flat CPM paid on a daily basis to total visibility into individual ad CPMs.
