How marketers are stepping up to take control of media

Just a year ago, YouTube was seen as a safe place to put ad dollars and the idea that Facebook could miscalculate the success metrics it gave to advertisers seemed out of the question. However, after well-publicised advertising scandals hit both Google and Facebook in 2017, as well as the Association of National Advertisers’ investigation into rebates and Procter & Gamble marketing boss Marc Pritchard’s seminal speech about media transparency, marketers have realised they have lost accountability for media spend and must take back control.