A lack of transparency truly undercuts our ability to grow. The flip side is marketers have to take ownership of the things they can control. We found back to 2016, marketers were fairly negligent in managing the client-agency relationship. In fact, we talked to many significant marketers that indicated that they hadn’t updated their contract in more than five years. What we’re seeing now is the recognition that marketers have to penetrate the opacity of the ecosystem. As we saw in the [ANA] programmatic media study, marketers did not understand that 15%…
