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While it’s still too early to assess the repercussions of the Association of National Advertisers’ (ANA) media transparency report issued Tuesday, industry analysts expect the dynamics between advertisers and their programmatic trading desks to bear the burden of the impact.
Read More AdExchanger: After The ANA Storm, Agency Trading Desks Invite Scrutiny
Bob Liodice, the chief executive of the Association of National Advertisers, said in an interview with Campaign that he had expected agency groups to respond angrily to its hard-hitting report but urged them to “digest” it “for a while”.
Read More Campaign: ANA Warns Agencies: ‘Don’t Dismiss Report on Rebates and Let’s End Cold War’
To understand the ramifications of the investigation by the Association of National Advertisers into “non-transparent” practices by agencies, one has go back 30 years to 1986, at the start of the agency arms race. Needham Harper Worldwide, BBDO International and Doyle Dane Bernbach merged to create Omnicom Group, the largest advertising company in the world. Saatchi & Saatchi, previously No. 1, countered by buying Ted Bates Worldwide, thus becoming the world’s largest agency again.
Read More Forbes: Will The Advertising Payola Land Some Madison Avenue Honchos Behind Bars?
A new report released this week by the Association of National Advertisers makes some bombshell claims about how agencies and media buyers are using rebates and other means to receive kickbacks. Ad agencies, along with the group that represents them, responded fiercely.
Read More Associations Now: Advertisers’ Report Puts Extra Scrutiny on Transparency Issues
The Association of National Advertisers said its probe of the advertising business found that rebates and other nontransparent practices are “pervasive” in the U.S., raising alarms about how ad agencies conduct business throughout the industry.
Read More Wall Street Journal: Ad Business Full of Nontransparent Practices, Study Finds
Rich Plansky, exec managing director of K2 Intelligence, led the ANA’s investigation into agencies’ alleged collection of media rebates in the U.S. He talks to Ad Age about the process, and what was unique compared to K2’s other investigations.
Read More AdAge: Q&A With Investigator Behind ANA Media Rebate Report
The ANA said last October that it had commissioned K2 Intelligence, which was founded by forensic corporate investigators Jules and Jeremy Kroll, to investigate whether US agencies have been accepting rebates from media owners without informing clients and other transparency issues. Rebates are banned in America.
Read More Campaign: ANA Report Finds ‘Numerous Non-Transparent’ Practices at US Media Agencies
Numerous non-transparent business practices, including cash rebates to media agencies, were found to be pervasive in a sample of the U.S. media ad-buying ecosystem, according to a study commissioned by the ANA (Association of National Advertisers).
Years of simmering ill will in the $600 billion global ad market just broke into open conflict: America’s top advertisers have accused Madison Avenue’s biggest agencies of secretly pocketing rebates from media outlets, with ad firms striking back harshly at what they called a flawed and unproductive attack.
Numerous non-transparent business practices, including cash rebates to media agencies, were found to be pervasive in a sample of the U.S. media ad-buying ecosystem, according to a study commissioned by the ANA (Association of National Advertisers).