89 per cent of marketers would like to see the ad tech industry a code of ethics implemented in order to address concerns around media buying transparency, according to a survey of 250 marketers by media buying platform Iotec.

The research also found that 56 per cent of marketers believe their current tech provider is honest and transparent, while 81 per cent are prepared to switch to a more ethical and honest advertising supplier. Furthermore, 60.8 per cent of marketers believe transparency in the use of data is an issue compared to 42.4 per cent thinking the same for price and margin and 38 per cent feeling that way about optimisation tactics.

On the back of the findings, Iotec has released the ‘Ethical Adtech Manifesto’, which lays out the three core areas that need addressing in the industry, with the aim of driving the industry toward taking action. These are: transparency and fair trading, efficiency and effectiveness, and brand protection, security and privacy.

“Technology has advanced faster than we have been able to build a framework to harness it for the benefit of all: publishers, consumers and advertisers,” said Paul Wright, CEO of Iotec. “The survey results reflect the desire for change across the industry and I hope that the Ethical Adtech Manifesto inspires some action. Iotec are proud to be leading the charge, as a media buying platform that believes in end-to-end openness and transparency.”