MRC Sets New Transparency Standards for Digital Ad Auctions

Pharma advertisers may soon gain greater insight into how their digital media investments are priced and allocated following the release of new Digital Advertising Auction Transparency Standards from the Media Rating Council (MRC). The guidance introduces a framework for disclosure and reporting around how ad auctions function across channels including search, social, retail media, connected TV and programmatic display.

The standards aim to address long-standing concerns over the opacity of auction-based media buying, where advertisers typically have limited visibility into how bids are evaluated, how winners are determined and how final prices are set. While auctions are designed to maximise value for buyers, sellers and consumers, the MRC argues that inconsistent disclosure has made it difficult for advertisers to validate outcomes and assess fairness.

Greater visibility into auction mechanics

A central focus of the document is the requirement for clearer explanations of auction mechanics. Platforms are encouraged to disclose the type of auction system they operate, the criteria used to rank and score bids, the role of reserve pricing and how auction rules are updated over time. Guidance is also provided on what information should be reported after an auction concludes, including how pricing decisions were reached and what factors influenced delivery.

The MRC has stressed that the initiative is not intended to dictate how auctions should be designed, but rather to ensure that their operation can be understood by all parties involved. Supporters argue that improved disclosure will allow advertisers to refine bidding strategies, reduce inefficiencies and build greater confidence in automated buying systems.

Implications for pharma governance and accountability

For pharma marketers, the standards intersect with existing pressures around governance, compliance and accountability. With digital budgets continuing to shift toward automated channels such as retail media networks and streaming television, transparency into auction behaviour is increasingly viewed as a risk management issue as much as a performance one. Several industry observers note that the ability to explain why spend fluctuates or why certain audiences are prioritised is becoming essential for internal audit and regulatory scrutiny.

The standards were developed with participation from advertisers, agencies, platforms and trade bodies and will be applied through voluntary MRC accreditation audits. While adoption is not mandatory, the framework establishes a common benchmark that advertisers can use when evaluating partners and negotiating contracts. Over time, this may influence how platforms position their transparency practices and how agencies document their buying methodologies.

solli’s Final Thoughts

The release of auction transparency standards reflects a broader shift in pharma media toward explainability and control. As buying becomes more algorithmic and more complex, marketers are being asked not only to deliver outcomes but also to demonstrate how those outcomes were achieved. For an industry where trust, compliance and accountability are paramount, clearer visibility into the “rules of the game” may soon become a competitive requirement rather than a technical nice-to-have.

To read the full standards document click here.