A recent report by the Association of National Advertisers (ANA) has reignited the evergreen debate about the issue of transparency in the advertising industry. Claiming that non-transparent business practices are pervasive, the report underscores the importance of collaboration and visibility to ensure marketers understand the flow of dollars and agency remuneration, both locally and globally.

Transparency has particularly been a challenge for programmatic advertising, where opaqueness has been inherent in the way in which agencies and suppliers go about the process. Historically, it hasn’t allowed for granular data visibility for audits or performance benchmarks.

Read the full MediaPost Real-TimeDaily article here.