On this week's #MediaSnack we are excited to see the digital media behemoths Google and Facebook, so dominant of global digital media investment, softening their stance on allowing external verification and measurement. Are the walls around their highly successful gardens finally coming down after a bit of recent pressure from P&G?http://blog.idcomms.com/pg-rewrites-the-rules-of-digital-marketingFacebook and Google have both confirmed that they will provide more data to the main third-party measurement partners Moat, DoubleVerify and Integral Ad Science and that these three will be audited by the Media Ratings Council (which is the independent, industry-funded medîa audience accreditation service, founded in the 60's).Facebook made their concessions in a meeting with the Association of National Advertisers (ANA) which came shortly after ANA Chair and P&G executive Marc Pritchard had delivered a powerful speech to the media industry calling for greater transparency of digital media measurement and the end of "walled gardens" that is media platforms not allowing external verification, essentially marking their own homework. Google separately announced their change of policy to allow more external verification, but claimed their announcement was not prompted by Facebook's first move nor "a reaction to industry pressure....". Go figure. Next up we discuss, also related to Marc Pritchard's speech, details of an exclusive ID Comms webinar we hosted last week with over 100 marketing and procurement leaders from around the world. We had attendees from as far wide as San Francisco, New York, Europe, Dubai and Singapore. You can access the full #MediaChange webinar recording here for the next few weeks.http://content.idcomms.com/mediachange-webinar-marc-pritchard-of-pgs-media-transparency-action-plan-what-nowIn the webinar, we provided some action-focused advice to advertisers on what they should be considering following Marc's speech and how it might impact their own businesses. We looked specifically at Marc's five-point "Media Action Plan" and hosted a guest panel to dig into the areas of measurement and viewability, contract compliance and TAG certification to combat ad-fraud. Thanks to all those that attended and provided some amazing questions for us and our special guest panel. Finally, on this episode, we look ahead to the ANA Media Conference (#ANAMedia) which is taking place in Orlando next week. https://twitter.com/search?src=typd&q=%23anamediaInterestingly the keynote is being delivered by none other than ANA Chair Marc Pritchard so the industry will be listening closely to see what follow ups there will be from the Action Plan speech. Tom will be at the conference and be reporting back on a future #MediaSnack.