Why ‘Data Provenance’ Will be the New Media-Transparency Issue in 2020

Move over kickbacks, rebates and undisclosed fees—the accuracy and legitimacy of data will take center stage in 2020.

Dodgy data is a fact of life in advertising. Hundreds of millions of dollars are spent on location data and yet up to 80% of it could be fake. Transparency, for the most part, has meant getting agencies to pay media rebates and kickbacks to advertisers and not much more.

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