Digital marketers must use digital technology to solve the measurement problem they created.

Two years ago the Association of National Advertisers (ANA) published a Media Transparency Report that revealed cash rebates and potentially criminal non-transparent practices were pervasive in the U.S. media-buying ecosystem. The report provided a playbook for how advertisers and their agencies can work together to clean up the digital media supply chain and restructure contracts to better measure, and reward value and performance instead of media pass through.

Read the full Forbes article here.