Agency data transparency for advertisers

At a glance: By default, traffic of agency run campaigns is not transparent to advertisers, meaning that the advertiser does not see the actual media source. 

Agency transparency in reports 

Agencies work with advertisers in either a transparent or non-transparent manner.  Aggregate and raw data reports populate the agency and media source fields as detailed in the table. 

Agency type Agency/PMF (af_prt) field Media source (pid) field
Transparent Agency name Actual media source used by the agency
Non-transparent Agency name Blank or agency name depending on the reporting tool 


Cohort reports:  Transparency is currently not supported. Media source agency data is shown as not transparent for both transparent and non-transparent agencies.

Changing from non-transparent to transparent

  • Agencies can enable agency transparency, which means that advertisers can then view the details of traffic generated by an agency. 
  • Once agency transparency is enabled, you are able to view both historical and current data.

Viewing transparent agency traffic in the dashboard

To see traffic from transparent agencies:

  1. Go to DashboardOverview 

  2. Click Advanced Filter advanced_button.png.

  3. Click Agency.
    The list of agencies you work with is displayed. Transparent agencies are marked accordingly. 


  4. Select the agencies whose traffic you want to view.

The screenshot below shows the media sources used by transparent agencies.


Using the Group By filter, you can group the data by agency too. Selecting multiple agencies in the agency filter and grouping by agency, you can compare in your dashboard the performance of the different agencies with whom you are running campaigns. 

Agency transparency in the retention dashboard

The Group By filter allows you to group data by agency and media source to reflect the transparent agency traffic.


Data Locker and API

Where agency transparency is enabled, data that you get using API or Data Locker includes the transparent agency data. 

Was this article helpful?