David Blecken
Nov 10, 2017

Japanese advertisers start to take transparency into their own hands

Just over a year since it emerged that Dentsu systematically overcharged clients including Toyota for digital work, we ask a digital media auditor if anything has changed.

Takahiro Doi

The concept of digital media auditingor indeed any media auditingis still unusual in Japan. But a spate of incidents, ranging from last year’s revelations of overcharging at Dentsu to global scares around brand safety online, mean that major advertisers are slowly beginning to demand more transparency in terms of what their media spend is delivering.

Sony, which looks to be staging an impressive business turnaround, is one such advertiser. The company held a...

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