In recent years, marketers have made it clear that they need greater transparency in their digital advertising. Concerns about ad fraud and viewability, measurement and a more data-centric mindset have all contributed to the new assertiveness among marketers. A study from the World Federation of Advertisers (WFA) found that 90 percent of advertisers are reviewing contracts and demanding greater accountability.

For their part, the agencies seem to be listening. In recent weeks, several have launched a host of innovative solutions, adopted new methods, or adapted old ways to help deliver what advertisers want. Here are some of the best examples.

Read the full Adweek article here.