Ebiquity unveils transparency measurement tool

The Ebiquity Media Transparency Score, which will be available from late June, has been developed to help advertisers understand how well their business operations perform in achieving the level of media transparency they want from marketing activities. 

Advertisers will be required to complete a web-based 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.

Advertisers will be able to use their individual score to prioritise and align their marketing focus for the year ahead, as well as track the internal progress towards their media transparency goals. 

"Media transparency is one of the most pressing topics for advertisers today," said Michael Karg, group chief executive officer, Ebiquity.

"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 industry standard benchmarks for this."