ID Comms, a media and advertising consultant, recently released its 2018 Media Transparency Report. While the Report indicates that the advertising industry is hopeful that trust and transparency may improve down the road, it paints a rather bleak view of the current state of affairs.

Highlights from the Report include that about 40% of respondents feel the level of trust that currently exists between advertisers and media agencies is low, an increase from the 29% of respondents in ID Comms’ 2016 Report. In terms of trust, both agencies (75%) and advertisers (80%) feel that transparency influences the level of trust in advertiser-agency relationships. Significantly, the number of agencies that believe transparency influences trust tripled from 2016 to 2018.

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