A ‘long-overdue’ big step forward: Media agencies respond to ACCC ad tech inquiry
Media agencies have responded overwhelmingly positively to the news they face an impending inquiry, led by the Australian Competition and Consumer Commission (ACCC), following yesterday’s government response to the Digital Platforms Inquiry and Report.
The first inquiry for the Digital Platforms Branch of the ACCC – to be created with $27m in government funding across four years – will aim to lift the hood on the “black box” and “opaque” media buying process. Both holding groups and independents offered their support for such an inquiry, claiming ACCC intervention will help reverse the erosion of trust and improve transparency in the industry.
The government’s support comes five months after the final report was handed down in July
