In his latest piece for AdExchanger, Shattuck Groome, our Chief Media Officer, breaks down the growing need for transparency in today’s advertising world, especially as AI continues to shake things up.
Shattuck first dives into the idea that “transparency isn’t just a buzzword; it’s a business imperative.”
As clients demand more accountability and measurable outcomes, it’s no longer enough for agencies and platforms to promise results. They need to back it up with real, actionable insights. While AI adoption is opening up new doors for efficiency, Shattuck notes that it is also “a shiny new black box.” Specifically, he calls out platforms like Google’s Performance Max and Meta that don’t disclose or provide insight into their algorithm, requiring the additional human layer to “ensure performance is truly validated.”
These AI-driven tools are often marketed as game-changers, but they can be frustratingly opaque. Marketers don’t always know where their money is going or how exactly the algorithms are prioritizing their bids. Are clicks what matter more, or is it higher-quality prospects? And how should we adjust bidding to be most cost-effective? How can we ensure brand safety as visibility controls are removed?
The reality is, transparency in advertising goes beyond just being ethical. It’s about getting the most bang for your buck. With AI and automation, brands can risk losing control over their budgets and campaigns, and with that, the ability to optimize. Shattuck emphasizes that brands need to demand better reporting, including things like full cost breakdowns, clear media placements, and real-time performance insights:
“By demonstrating value and ROAS, this healthier dynamic could empower client marketers to keep procurement folks at bay with their “lowest rate possible” demands.”
Shattuck calls on brands and agencies to go above and beyond when it comes to transparency. Regular audits, custom performance dashboards, and transparent media planning are the way forward. It’s not just about avoiding waste. It’s about building stronger, more effective partnerships based on trust.
If you’re wondering how to tackle transparency in the age of AI,dive deeper into Shattuck’s thoughts by reading the full article on AdExchanger.
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