Amid industry concerns around ad fraud, viewability, transparency and more, global marketers are making radical changes to claw back control of their media activity – with 70% of brands amending media agency contracts to bring clarity to the buying process.
A fresh report from the World Federation of Advertisers (WFA) has indicated that household names are taking action to improve their media governance practices across a wide range of areas, rather than simply paying lip service to concerns.
Things came to a head last year after Procter & Gamble boss Marc Pritchard pledged to bring transparency to what he described as the “murky at best, fraudulent at worst” media supply chain.
As part of a step change in the way the industry scrutinises media buys, two-thirds of marketers have also decided to bulk up their internal capabilities by hiring dedicated staff to ensure there is clear ROI. Meanwhile 89% said they are currently limiting, or planning to limit, investment in ad networks that do not allow the use of third-party verification following a brand safety furore at the start of the year.