Marketing and media analytics company Ebiquity has launched an innovative transparency measurement and evaluation tool for advertisers. Called “The Ebiquity Media Transparency Score”, the tool has been available since late June.
The new service comes one year on from the ANA Media Transparency Initiative, which saw a call for higher media transparency. It will enable advertisers 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. According to the company, the new tool can also be used as the basis for incentive schemes that advertisers may use to reward internal teams.
The ultimate aim of the tool is to improve media transparency by giving access to common metric, allowing advertisers to benchmark their level of transparency against their peers. According to the company, it also helps advertisers respond to the call for more media transparency, such as from Marc Pritchard, the chief brand officer of P&G.
The Ebiquity Media Transparency Score especially responds to advertiser concerns over the increasingly complex digital media ecosystem and the need for increased stewardship over data and technology within client organisations.
Advertisers will complete an in-depth questionnaire, with a score that provides an absolute and relative value. The score has been developed to tackle these challenges by asking advertisers to complete a web based questionnaire covering systems, processes, and governance.
“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 industry standard benchmarks for this,” Laetitia Zinetti, managing principal for Ebiquity’s strategic media consulting practice, said.