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Brands take action to claw back control of digital media spend as 65% bulk up in-house teams

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Dana Millard
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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.

Following on the from the US Association of National Advertisers (ANA) and K2 report into media transparency, which caused waves in the industry last year, the WFA has found that transparency remains the number one priority for almost half (47%) of brands.

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Dana Millard
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