Media buying has never been more complex. With new platforms, data regulations, and measurement gaps, transparency has become a major concern for advertisers.

Here are a few key takeaways to help you better understand

1. Buyers want real cost breakdowns.
Many advertisers still don’t know how much of their budget goes to working media versus fees. You must emphasize the need for detailed reporting and simplified contracts.

2. Intermediary bloat is being challenged.
Buyers are starting to push back against excessive platform layers. Direct paths to publishers and curated marketplaces are gaining momentum.

3. Measurement must improve.
Without third-party cookies, it’s harder to tie spending to outcomes. I believe the industry needs shared standards for attribution and clean room collaboration.

4. Sellers need to step up.
Publishers and SSPs have a role to play in restoring trust. Transparency on auction mechanics and performance is now a business requirement, not a nice-to-have.

Media buying is becoming more outcome-focused and less about reach or impressions. Advertisers want accountability, and those who provide it will earn long-term relationships.

Sam Khoury

Founder, Cedar Consultants

Creative consulting solutions for Adtech