Bulletproof confidentiality guarantees: more rigorous processes and procedures need to be put in place safeguarding sensitive data
Consistent professional and evidenced standards: more robust internal measures and controls need to be upheld, and evidence provided, by all media auditing businesses
Zero conflicts of interest: standards need to be incorporated when appointing independent media auditors, benchmarkers or advisers
Agencies need to do more to educate their clients about the media buying ecosystem - especially across the plethora of digital and mobile channels
Auditors can and should ask agencies for an extensive range of data, although they noted some understanding about this being a significant burden on agencies’ resources.
Further dialogue and debate is needed to improve certain practices within the existing media auditing ecosystem
The creation of two separate working groups including agencies, auditors and advertisers - one for contract compliance auditing and the other for media benchmarking.
The creation of best practice guidelines collectively agreed across the three stakeholder groups.
A more binding, mutually agreed, code of conduct outlining the professional standards, practices, behaviours and obligations signed up to by all parties.