How the Industry is Changing the Definition (and Expectations) of Transparency
For digital advertisers, transparency is critical. Marketers are increasingly seeking greater confidence and clarity across a convoluted media supply chain. We’ve seen some of the world’s biggest brands, like P&G and Unilever, lead the charge here. Furthermore, as the ecosystem becomes more focused on transparency, the shift is having a profound impact on the programmatic marketplace.
According to eMarketer, US advertisers will spend almost $60 billion on programmatic advertising in 2019. That’s nearly 90% of the…