South Africa, March 11 -- The first of four workshops, titled Enhancing Media Efficiency & Agency Transparency, set the stage for a critical discussion on media buying transparency.

Why advertisers are steered toward non-disclosed media models

This pressing question was posed by Stephen Broderick, senior global partner at MMC UK, and Jane Dormer, global client services director, during their presentation.

Broderick, who has worked with major advertisers, including Meta, Microsoft, Heineken, and Standard Bank, highlighted MMC's success in improving media transparency across the US and Europe.

Now, the focus has shifted to emerging markets, where a lack of awareness about questionable media practices puts advertisers at risk.

"The goal...