How McDonald’s, L’Oréal and Unilever approach media transparency

This article shows how McDonald's, L’Oreal and Unilever are approaching the vexed issue of media transparency and the challenge of the "digital promise".

Advertisers are striving towards the closed loop so they can disband the metrics that don't matter. That is the view of Silas Lewis-Meilus, Senior Director, Global Media Lead for McDonald's at the All That Matters conference in Singapore.

"It's a difficult...