What type of transparency do online advertisers really need? / Daniel de Sybel, Infectious Media

05 Aug 2014  |  Daniel de Sybel      

What type of transparency do online advertisers really need

Clients are rightly demanding more transparency in digital advertising, writes Infectious Media's Daniel de Sybel - but are they focused on the right type? It's time to make some clear distinctions.

"Transparency" in online display advertising has become somewhat of a dirty topic. Being accused of lacking transparency now carries connotations of nefarious media executives planning new ways of making money by increasingly obscure means. Advertisers are seen as the victims, tempted by promises of smart technology and more efficient buying, persuading them to spend more in areas they don't really understand.