Nearly all advertisers have some guarantee of transparency written into their agency contracts and smart advertisers have long known that transparency is essential to understanding what’s working, what isn’t, and how their organizations can improve their media spending.

But for many advertisers, gaining greater transparency has taken on a higher degree of urgency as advertisers’ sense that they are getting less of it than ever before. Why is that? The increasing role of digital advertising in the media mix is the primary driver. As advertisers invest more and more in digital media, the need to apply rigorous auditing and verification practices only increases. Unfortunately, traditional methods used to ensure advertising transparency and effectiveness don’t easily translate into the digital space. Why not?

Read the full ACA article here.