The 4As is telling its members how to crack down on unscrupulous ad tech players

The vast majority of digital display ads will be executed next year, accounting for 91% of spend in what should be good news for all parties involved in ad tech.

But with great power comes great responsibility.

And in an industry where ‘accountability’ is a near-constant catchcry from any given conference stage, that means audits, as marketers demand assurances that a media dollar spent is a dollar invested.

In recent months the ANA signaled its intention for its members not to have the wool pulled over their eyes, and now the U.S. trade body representing media agencies wants to do likewise — but as recent headlines attest, this is easier said than done.

The 4As will today publish a whitepaper for members — dubbed ‘The Rocky Path Agencies Are Forced to Traverse’ with advice on how to reduce the complexity of programmatic trading, a process commonly referred to as “supply path optimization.”