The advertising industry is having a transparency conversation it has needed to have for a long time. The specifics are playing out in the press. We are not going to add to that noise. But the principle it has surfaced is worth stating plainly. Most media channels in a modern plan are built on layers of approximation. Audiences are modelled. Placements are aggregated across networks. Attribution is inferred. The chain between a brand's budget and a confirmed outcome is long,

Finance teams want proof of return. Brand teams want evidence of behaviour change. And agency partners need data that holds up in front of every stakeholder in the room. In 2026, impressions alone are no longer enough.