Why transparency is falling down

Marketers the world over are diversifying their media allocation across more channels and touch points to keep pace with the connected consumer. But where is the industry at the moment with trust in data sources and transparency with partners? How much confidence do marketers have in reaching the right audience, engaging the right consumers at the right time and measuring success across media types, platforms and devices? From the latest ‘Getting Media Right’ report from Kantar Millward Brown, we interviewed marketers spanning brands, media companies and agencies and found that measuring digital activity