Until recently the word ‘transparency’ was used primarily in reference to cellophane and politics. But over the last few years, we’ve increasingly seen it slip into the conversations pervading digital media to become one of the biggest talking points in the industry. Dodgy metrics, questionable standards, rampant fraud and inflated margins have all contributed to marketers asking tougher questions of their digital partners and demanding that they know where their money is being spent.
Earlier this year, Procter & Gamble chief brand officer Marc Pritchard didn’t mince words in calling for greater transparency across the industry. When Pritchard talks, the rest of the industry listens—and this was something he was acutely aware of when he made what amounted to a rallying call for action.
"The days of giving digital a pass are over," he said in January. "It's time to grow up. It's time for action."
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Written by Damien Venuto for Acquire Online
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