WARC Toolkit 2018

Digital Transparency

The drive for digital transparency 

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In 2017, Procter & Gamble's Marc Pritchard called for brands to force a clean-up of digital advertising. Pritchard’s warnings on viewability, brand safety, measurement, transparency – and the industry’s response to them - have been hot news.

A broader ‘clean-up’ is on the way. However, much more needs to be done before brands can feel truly comfortable that digital ad investments are placed as intended and delivering the desired returns. There is a lack of confidence in the digital ecosystem and much to be achieved to restore transparency and faith in the system.

Download this sample report to understand how to:

  • Take control of the digital situation, meaning advertisers must take their own steps to minimise risks and maximise the return on their digital investments
  • Avoid being part of the problem by recognising the need for digital change in a flawed system
  • Scrutinise measurement definitions - recent research suggests that brands need to prioritise visibility over duration

 

 

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Download the report summary