Advertisers Cite Digital Supply Chain As Top Transparency Issue

• by Steve McClellan  @mp_mcclellan, Yesterday

Concerns about the digital supply chain is the number one transparency issue for advertisers, according to new research from ID Comms.

ID Comms, a media and marketing consultant and auditor, is out with a new report on transparency that finds that the biggest issue for advertisers right now is a problematic digital supply chain.

The research, conducted in May and June and based on responses from 56 global, regional and local advertising executives found that 76% are dissatisfied with current levels of transparency in the digital supply chain.

Problems include inaccurate data, hidden fees and undisclosed trading deals all of which contribute to reducing the effectiveness of digital ad dollars, per the report.

The report notes that digital transparency issues are not new, but the perception is those issues are getting worse.

Looking ahead, the report found that 93% of those surveyed indicated a top priority for 2022 is to implement a stronger media governance process. Also high on next year’s priority list: establish clear media buying and reporting principles for their agencies.

And for many, the most effective remedy to the problems is external regulation. Nearly 60% agreed that transparency would improve significantly if media activities were regulated by an external body.