Marketing analytics specialist Ebiquity plc (LON:EBQ) has launched the Ebiquity Media Transparency Score.
The company describes it as an “innovative” measurement and evaluation tool to help advertisers benchmark performance on an annual basis and improve media effectiveness.
It was created by the firm’s Media Value Measurement practice and was developed in response to the growing need for advertisers to better understand and manage the increasingly complex digital “media ecosystem”.
The service comprises a questionnaire, which advertisers will complete on an annual basis, producing an absolute and relative value which can then be used as a benchmark metric for performance.
Ebiquity chief executive Michael Karg said: "Media transparency is one of the most pressing topics for advertisers today.
“Advertisers need transparency to accurately evaluate the effectiveness and return of their marketing investments, to develop more informed zero-based budgets, and to ensure their brands appear in the desired context.
"We have been partnering with advertisers to help them improve the effectiveness of their media investments for many years, and we believe the Ebiquity Media Transparency Score will become one of the industry standard benchmarks for this."