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The Association of National Advertisers has taken a step toward addressing brands’ transparency concerns, updating its contract template for media buying agencies.
Read More Adweek: ANA Updates Contract Template for Media Agencies to Promote Greater Transparency
The controversial issue of transparency between brand marketers and their advertising agencies appears to be at, or very near, a tipping point — but the journey has been slow and torturous.
It’s been two years since the Association of National Advertisers, working with consultancy Ebiquity and investigative firm K2, dropped a damning report on agency transparency.
McKinsey & Co. recently asserted that not much has changed three years after the ad-industry uproar over undisclosed media rebates, as Ad Age reported April 30.
Read More Ad Age: ANA Chief: Media-Rebate Uproar Made Change, Whatever McKinsey Says
This June marks two years since the Association of National Advertisers released the K2 Intelligence investigation of non-transparent transactions in the media buying industry. This was followed in July 2016 by the ANA sponsored Ebiquity/Firm Decisions guidance, Media Transparency: Prescriptions, Principles, and Processes for Advertisers. In the aftermath, we witnessed unprecedented erosion of trust between agencies and advertisers. As we approach this second anniversary, one question looms over all others: Has trust been restored?
Read More ANA Marketing Maestros Blog: The Fog of Trust and Transparency
Just over a year ago, in July 2016, the Association of National Advertisers (ANA) dropped a bomb on the advertising world in the form of a report on transparency. It found there wasn’t much.
Read More MediaPost DigitalNewsDaily: The Right Kind of Transparency
Call it WPP Wednesday: Surprisingly weak second-quarter earnings and dour forecasts by the giant agency holding company sent its stock plummeting 12%, pulling other holding companies down 3-7%.
Read More Advertising Age: Invisible Hand Behind WPP Wednesday: Transparency
However, the ANA reports after conducting a survey during the week of July 12 with 190 ANA members, 25% of those surveyed were not sure if their agency was working on the transparency issue. This may be due to the findings of the initial report one year ago which reported a “fundamental disconnect” between advertisers and agencies.
On the one-year anniversary of the Association of National Advertisers’ landmark study and subsequent recommendations on media transparency, it’s time to review the issues in this ongoing debate and see where we stand today.
Read More ANA: ANA Report on Media Transparency: One Year Later
One year ago, the ANA (Association of National Advertisers) released two landmark reports on the critical issue of transparency in the digital media ecosystem. The first report, “An Independent Study of Media Transparency in the U.S. Advertising Industry,” revealed a wide range of non-transparent business practices. The second, which the ANA did in conjunction with Ebiquity/FirmDecisions, was called “Media Transparency: Prescriptions, Principles, and Processes for Marketers” and provided advertisers with a set of recommendations to address the issues identified in the first report.