When Facebook last month admitted to exaggerating ad video views, it underscored for many marketers the dubious metrics and efficacy of online advertising. Lack of transparency in digital advertising continues to be a challenge for businesses, agencies and publishers.
When it comes to justifying their media spend and ROI, businesses want more transparency from their agencies and publishers. And in turn, agencies want to deliver accurate reporting to their clients, and publishers want to reassure media buyers of their traffic’s veracity.
