Ebiquity Launches Media Transparency Score at Cannes Lions 2017
Media Analytics Consultancy Unveils Transparency Measurement Tool at the Heart of the Festival of Creativity
New York, United States, June 23, 2017 (Newswire.com) - Ebiquity, an independent, global leader in marketing and media analytics, has announced the launch of an innovative transparency measurement and evaluation tool for advertisers at Cannes Lions Festival 2017.
The Ebiquity Media Transparency Score, available in late June, has been developed to help advertisers understand how well their business operations perform in achieving the level of media transparency they desire from their marketing activities. Advertisers will complete an in-depth questionnaire, with a score that provides an absolute and relative value. The vision is for clients to be able to compare media transparency levels within their own business and peers.
"Media transparency is one of the most pressing topics for advertisers today. We have been partnering with advertisers to help them improve the accountability of their media investments for many years, and we believe the Ebiquity Media Transparency Score will become one of the standard benchmarks for this in the industry."
Michael Karg, Group chief executive officer, Ebiquity
The new service comes one year after the ANA Media Transparency Initiative, which put the transparency agenda high on advertisers' concerns and challenges. It also helps advertisers respond to the call for more media transparency, such as from Marc Pritchard, the Chief Brand Officer of P&G.
Michael Karg, group chief executive officer, Ebiquity, commented on the Media Transparency Score: "Media transparency is one of the most pressing topics for advertisers today. We have been partnering with advertisers to help them improve the accountability of their media investments for many years, and we believe the Ebiquity Media Transparency Score will become one of the standard benchmarks for this in the industry."
The Ebiquity Media Transparency Score, in particular, responds to advertisers' concerns over the increasingly complex digital media ecosystem and the need for increased stewardship over data and technology within client organizations. The score has been developed to tackle these challenges by asking advertisers to complete a thorough questionnaire covering systems, processes, and governance. The ultimate aim of the tool is to improve media transparency by giving access to a common metric and allowing advertisers to benchmark their level of transparency against their peers.
Media Contact
Lauren Gelecke
Director of Marketing, Ebiquity - North America
[email protected]
Source: Ebiquity
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