Advertisers, impatient with the rest of the supply chain’s slow attempts to become more transparent, are taking matters into their own hands.

Marketers talked a lot in 2017 about wanting to know exactly what ads they buy in the murky world of online advertising, yet too few were able to find out. Now, the buy side has become more demanding after much soul-searching over the last year, said Matt Green, the World Federation of Advertisers’ global lead for media and digital marketing.

Read the full Digiday article here.