Seeing a dangerously unqualified demagogue become president is a singularly dramatic event that calls a lot of attention to various flaws in various systems, this is just one.

It demands a lot of introspection and you couldn't stop that if you tried. The pressure is coming from the elephant in the room.

Could be this:

> Facebook’s efforts to fix its reputation with Madison Avenue may fall short of the demands from some ad buyers.

> ....

> One way Facebook could calm frustrated ad buyers would be to undergo an audit via the Media Rating Council, the media industry’s independent research watchdog.

The ad buyers might have suspected something fishy and started pushing back.

As an anecdote, I know that the ad industry lately has been talking about transparency and I'd like to think we're getting more advanced in tech that people start asking the right questions. Or maybe I'm naive to believe that.

The ad industry will never be "transparent" (i.e. clear and colorless), because it has falsifiability issues. Transparency would mean that they admit that most of the industry is based on guessing, that there's no science behind huge commercial transactions.

Publicly traded, billions in revenue, I'm sure LOTS of audits are done, constantly.