Advertisers want a shake-up of the digital ecosystem

For brand owners, supply chain issues aren’t limited to sourcing raw materials and delivery logistics: three quarters of media, marketing, and procurement professionals are also concerned with the transparency of the digital ecosystem, according to new research.

Not a single respondent to a survey for the ID Comms Global Transparency Report 2021 said they were entirely confident with their existing set-up. 

Why it matters

Digital concerns have now replaced more traditional worries around media trading/buying, although these still remain: in the previous wave of research in 2018, 73% expressed concern about rebates and AVBs – the top issue of concern then – but this dropped to 59% in 2021.

This reflects a combination of issues with the digital ecosystem including inaccurate data, hidden fees and undisclosed trading deals – all of which are reducing the effectiveness and efficiency of money spent on digital advertising. 

What are the obstacles to transparency? 

• Lack of visibility into agency trading practices and/or media owner trading agreements (63% of respondents).
• Lack of data from walled gardens (49%).
• Lack of access to platforms, data visibility and granular reporting (35%).

What do advertisers want?  

• A top three priority for 93% of advertisers in 2022 is to implement a stronger media governance process and improved access rights. 
• The second most popular priority (86%) is to establish clear media buying and reporting principles for agency partners.
• More than half of respondents (59%) agree/strongly agree that transparency would improve significantly if media activities were regulated by an external body. 

Final thought 

“It is no wonder that advertiser sentiment is a mixture of confusion, frustration and concern” – Paul Stringer, consultant at ID Comms.