[Report] The Transparency Opportunity
Marketing leaders are demanding viewability, verification and, above all, accountability from all parts of the advertising value chain, none more so than programmatic platforms.
New research released today indicates that a lack of data transparency is inhibiting the growth of programmatic media buying. Download the report to see key insights from marketers, including:
- Nearly half of all brands (49 percent) said they can’t trust a fifth or more of the data upon which they base media buying decisions.
- 74 percent of marketers said that if they had access to more transparent data, they would increase their spend in programmatic advertising by at least 11 percent, and in some cases by 50 percent or more.
- When asked to name the most important areas that required transparency, 88 percent of marketers said that “standard viewability metrics” were important or very important in programmatic media buying.