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If you read the industry commentary about advertising agencies you would begin to think that agencies are filled with either stupid, lazy, untalented hacks or cunning, duplicitous, lying con-artists. But clearly the truth is a polar opposite of this.
Read More The Drum: Do Agencies Deserve The Bad Reputation They Get?
A group of 16 companies — including leading ad tech firms, ad agencies and publishers — is trying to help clean up the murky world of digital advertising.
Read More The New York Times: The Online Ad World Is Murky. A Group of Companies Wants to Fix That.
The annual Masters of Marketing conference takes on more of a freewheeling tone as marketers grapple with a range of issues, from media transparency to purpose to the changing CMO role.
Three years ago the ANA released a major study on transparency and the agency-client relationship that found the practice of taking undisclosed rebates — agencies taking rebates from media companies without disclosing the details to clients — to be much more widespread in the U.S. than previously thought.
Read More MediaPost Agency Daily: ANA Finds Rebates Still A Major Client-Agency Trust Issue
The ANA launched the Trust Consortium in partnership with our outside counsel, Reed Smith, to help address the issue of trust between marketers and the advertising ecosystem.
Read More ANA: Issues that Contribute to the Breakdown of Trust in the Advertising Ecosystem
Media agencies are viewed more negatively by advertisers than they were two years ago, with client-based media and marketing professionals more inclined to view agencies as commodity suppliers rather than strategic partners, according to research from ID Comms.
Read More Campaign: Client Faith in Media Agencies in Decline, ID Comms Research Finds
“The reason why trust in the media is almost at an all-time low,” explained Mark Melling, head of RYOT Studio EMEA, Verizon Media, “is because it’s harder for individuals to distinguish between what is trustworthy content and what isn’t.”
More than two-thirds of advertisers have updated their US media agency contracts in response to concerns about transparency and alleged rebates in the media buying ecosystem, according to a new report by the US Association of National Advertisers.
Read More Campaign: Advertisers Tweak US Media Agency Contracts In Light of Transparency Concerns
More than two-thirds of advertisers (69%) have updated their media agency contracts within the past three years in response to concerns about transparency and alleged rebates in the media-buying, according to findings of the Association of National Advertisers’ just-released “Media Agency Compensation Practices” report.
The lucrative but sometimes opaque way media owners give rebates to agencies in exchange for larger media budgets may be legal in the U.K. when disclosed, but that hasn’t stopped them being blamed for advertising’s slump into a murky black box.