The internet, and social media, could not operate without digital advertising. Given its implications for public safety, as per Principle 5, there needs to be heightened transparency in the market processes of online advertising. Government should mandate ‘Know Your Customer’ checks for participants in the programmatic advertising supply chain, as exists in other large markets. The government should also ensure that platforms disclose full ad campaign data, and allow independent third-party audits and vetting of ad exchange supply partners. (Recommendation, Paragraph 100)