A Google spokesperson told ADWEEK that GSP sites are now included alongside Display and Google’s owned-and-operated placements in Pmax reports.

So there have been improvements?

Sure. Google, for its part, has introduced tools like the Ads Transparency Center, which offers insights such as campaign targeting criteria.

But that doesn’t go far enough, sources said.

“We expect more detail on that URL level reporting—where our ads are displayed across the networks, beyond current high-level metrics,” Fulginiti said. “That could be a real game changer for transparency and to determine whether a placement is worthy of our dollar.”