A CLEARER PICTURE - Ebiquity（更清晰的画面u2014u2014Ebiquity）.pdfVIP

A CLEARER PICTURE ACCOUNTABILITY AND TRANSPARENCY IN MEDIA TODAY: An Ebiquity guide p1 // A CLEARER PICTURE - Accountability and transparency in media today IN A NUTSHELL Today’s media world is complex and fragmented. Technology and working practices have led to a lack “The objective of accountability and transparency, is to improve return frequently exacerbated by a lack of on investment by contractual clarity. ensuring that advertising performance is measured This guide is designed specifically and optimized, with minimal to help advertisers’ media and loss of effectiveness marketing procurement teams deliver greater brand and business through unnecessary costs.” performance. It aims to ensure that advertsing performance is measured and optimized, and that advertisers’ budgets are put to the most effective use. The guide charts the reasons how and why today’s media industry has become so opaque. It concludes by proposing ways in which advertisers should tackle these issues head-on, with the emphasis on actionable recommendations to improve performance. As independent marketing performance specialists, Ebiquity believes that brand own