Digiday Research: Communication is at the heart of media transparency problems

At the Digiday Hot Topic UK: Data-Driven Publishing event last November in London, we sat down with over 20 media-buying executives from major agencies across the country to discuss trends such as media-buying transparency and ad fraud. Check out our earlier research on addressable TV’s role in a post-GDPR world here. Learn more about our upcoming events here.

Top findings:

  • Communication between clients and agencies was cited as the largest transparency-based issue in digital advertising.
  • Seventy-one percent of media buyers don’t believe ads.txt is a sufficient solution to ad fraud.

Digital advertising is beset by transparency issues that have left brands skeptical about its effectiveness. The process of buying and tracking ads is notoriously overcomplicated, burdened by technology and laden with acronyms that few understand. However, Digiday’s research found that the most common contributor to the lack of transparency was human interaction, not technical challenges.

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Lars M. B. Anthonisen is Global Account Lead @ Google. Previously, he held various digital marketing positions at media companies across Europe and Asia including Regional Digital Director at MediaCom APAC, CMO at Adform and Digital Manager at Universal McCann Worldwide.