This article brings up the conflict of interest that is inherent with the two biggest digital ad companies, Google and Facebook. Each company both sells ads and gives ad buyers the data to assess how well those ads are performing. Thus far, advertisers have not had the ability to independently verify that the analytics are accurate so Google is now implementing an audit process in order to instill more trust in their customers. It will be interesting to see how this audit plays out and the level of access that Google actually provides, given its proprietary ad algorithms may be sensitive to too much transparency.
https://www.wired.com/2017/02/pressure-prove-ads-actually-work-google-opens/
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