The ongoing need for transparency has resulted in some renewed efforts to hold digital giants to account. While there has long been industry standard, third-party auditing around things like TV and print, Chris Herlihey, VP of analytics and insights for Mediabrands, says it has never gained traction in the digital space because of the sheer number of websites and sources for measurements.
Last year, IPG’s Mediabrands unit released its “Media Responsibility Audit,” which requests that publisher complete a survey of over 200 questions that span Mediabrands’ “Media Responsibility Principles.” Erica Kokiw, VP of digital for UM Canada, says that in addition to things like responsible data collection, not promoting hate speech and protecting people from harm, the principles also include media transparency and accountability, covered in the survey.