The increasing complexity of the digital media landscape and the sustained pressure on advertising budgets present daily challenges for modern marketers. It is perhaps inevitable therefore that Transparency in media trading is an issue that is attracting increasing attention and concern for media budget holders.
At MediaSense, we address “the transparency issue” from a different perspective. While forensic accounting and legal counsel has a place in the debate, this will not change the direction the industry is heading in.
There has been and will always be a transparency problem within the media industry – it comes with the territory and sustains the business model and to date many clients have turned a ‘blind eye’ preferring instead to benefit from lower fees and commissions. Read More