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