Transparency is everything in digital advertising today. Years of fraud, brand safety issues, Facebook and Google’s questionable practices and murky metrics have fostered distrust and prompted a push for greater control over ad practices. The brand/agency relationship is a case in point. In 2016, K2 Intelligence and the Association of National Advertisers reported that non-transparent business practices were pervasive in the U.S. As a result, many brands—Procter & Gamble, American Express, Unilever, L’Oréal and Netflix, just to name a few—have shifted their programmatic ad spend in-house, causing major concern in the agency world.
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