We know that digital marketing is complex and sometimes confusing for brands. But we only perpetuate the appearance of complexity when two industry juggernauts offer different opinions on transparency guidelines for the advertising industry, especially at a time when technology — particularly in digital advertising — has pushed the transparency conversation to the fore.

We’re seeing struggle across the board, as both agencies and technology companies adapt to an era where brands demand more accountability. Advertising has evolved to the point where brands are dependent on technology to deliver their digital campaigns, yet technology’s benefits often stand in direct contrast to the ways agencies have historically transacted media.

Read the full MediaPost article here.