Digital has injected unprecedented complexity into the advertising industry. Exponential growth in inventory, channels, and technology intermediaries, coupled with audience fragmentation, has created a complex and oft-misunderstood landscape for advertisers. While digital complexity has created a world of new opportunities for brands and consumers alike, it’s also seriously undermined a fundamental value shared by advertisers and agencies: operational transparency.

Lack of transparency has created tension between agencies and their clients over media costs and fees, resulting in annual audits and a sharp increase in agency reviews. That’s not even taking into account the fact that the plethora of inventory and channels has led to the commoditization of inventory at a time when engaging consumers requires compelling experiences across multiple devices and platforms.

Read the full MediaPost Agency Daily article here.