Finding Transparency In A Big Data World

In this era of big data, which can inform nearly everything about a consumer’s behavior and motivations for making a purchase, the buzz is all about transparency. In marketing terms, the word “transparency” is often tossed around to convey a broad set of promises. Though asking the right questions and demanding detailed answers can be daunting — particularly when vendors may toss around technical lingo and jargon — doing so is key to ensuring you’re getting the most bang for your buck.
“Transparency fosters accountability in digital media, and accountability feeds value, and value justifies price,” said Matt Barash, former vice president of audience monetization at Forbes.

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