Transparency in media buying is a tense, complicated process that agency executives aren’t sure advertisers really have the stomach for when it involves changing overhauling how much they spend on media.

During closed doors session at Digiday Hot Topic: Transparency in Media Buying event in London on Thursday, held under Chatham House rules, agency executives discussed the challenges of getting advertisers to commit to a model that benefits both parties.

Read the full Digiday article here.