No one can avoid the well-documented accountability issues the digital advertising industry has faced so far in 2017. While the transparency conversation may not initially appear positive – with ad fraud, viewability, and brand safety all top of the agenda – it allows the industry to take actionable steps and ultimately address the lack of transparency.

This is an opportunity that the industry has grabbed with both hands – seizing the chance to move towards an accountable and transparent ecosystem, where every impression has the opportunity to be measured.

We’ve seen developments in technology, collaborative initiatives, third-party verification, and a plea from brands for more open practices. These are all moves that will go some way to not only establish more transparent foundations, but also create an improved relationship between advertisers, agency groups, publishers, and technology partners.