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Has transparency in online advertising reached crisis point?

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By Ayesha Salim, Content Lead

July 28, 2017 | 2 min read

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Marketers have never been under more pressure to clean up the murky media supply chain. As a result, The Drum will explore how DSPs, agencies and publishers intend to deliver transparency to clients beginning with an industry survey starting today (28 July).

New survey on transparency in online advertising

New survey on transparency in online advertising

The research survey, in partnership with Rubicon Project, will focus on transparency in online ad buying and the findings generated from the survey will form the basis of The Drum Market Insight Report – Transparency in Online Advertising.

Transparency is a major topic in the industry and according to Forrester’s research findings, U.S marketers wasted around $7.4 billion on digital display ads last year. The research further found that 56% of those ad dollars went to ads that were either fraudulent or unviewable inventory. According to Forrester’s estimates, this number will grow to $10.9 billion by 2021.

This survey will explore how agencies and publishers define transparency internally and their awareness of buyer fees. It will also examine which areas are being prioritised in meeting KPIs and how the respondents have been impacted by header bidding.

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