“The Rise of Transparent Digital Ad Buying” (The Wall Street Journal, 8 May 2017) discusses the significant shift towards fully transparent practices within the media-buying marketplace, mentioning the impact of The K2 Intelligence Report: An Independent Study of Media Transparency in the U.S. Advertising Industry, prepared on behalf of the Association of National Advertisers and released in June 2016.
“Since the findings [of the report] were published, powerful advertisers . . . have called for more simplicity and transparency in digital ad-buying processes that have grown increasingly complex,” The Wall Street Journal reports. “Agencies are evolving in response.”
Read the full article.
(Subscription may be required.)