Look through the websites of technology providers throughout the advertising ecosystem, and you re bound to see some variation of the word transparent as a key value proposition across many of them.

It s presently a hot term for online advertising in general, particularly in light of a report on the subject from the Association of National Advertisers ANA earlier this year.

But despite this seemingly industrywide alignment on messaging, there are widely disparate explanations for what transparency means for advertisers.

In a sense, vendors are giving the answer they know marketers want to hear We provide transparency , but they neglect to define the questions relating to the problems they are solving; to-wit:

The ability to accurately and objectively measure the cost of advertising media cost transparency

The ability to accurately and objectively measure the returns and performance of advertising spend performance transparency

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