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There’s a long history of industries undergoing massive transformations fueled by the power of digital data. The moment has arrived for data to help reshape one of the largest industries of the digital age: marketing.
Read More Dataconomy: Data Transparency Could Fix Digital Marketing
Our industry is constantly engaged in discussions about accountability, transparency and metrics that can be trusted in ad trading.
Read More Mumbrella: Is Australia falling behind the world in industry accountability?
Following a year in which the rancor and partisanship in the U.S. ad industry was second only to the U.S. presidential race, it turns out there is much more unity surrounding issues of media-buying “transparency.” While it likely is a far less scientific process than the U.S. electoral process, a survey of ad industry executives shows that far more side with the American Association of Advertising Agencies’ (4A’s) transparency “principles” than agree with the Association of National Advertisers’ (ANA) recommendations.
The Australian Association of National Advertisers (AANA) has hit back at claims it is adopting a ‘blanket approach’ to addressing media transparency and client-agency contracts.
Read More AdNews: Gloster: AANA refutes transparency ‘blanket approach’ claims
The total ramifications of the Association of National Advertisers’ recent report on media transparency have yet to be fully realized. But at the very least, the report’s revelations about large media holding companies and their agencies pushing their own digital partnerships and buying tools on clients suggest that bigger is not necessarily better. Pressure on large agencies to generate revenue and profits apparently have created a breach of trust between client and agency that goes deeper than ever before.
Read More MediaPost: Why Media Transparency Trumps Buying Power
The flurry of advertisers reviewing exactly what their media investments deliver has “stimulated” the audit industry but the real threat to budgets resides in markets like Japan and the Middle East where transparency is questionable, warned WPP’s chief executive Sir Martin Sorrell.
Ad industry titan Irwin Gotlieb, global chairman of GroupM, on Thursday blasted the ANA’s report on agency transparency released earlier this year as an attempt by “auditors” and “forensic investigation firms” to drum up business.
Read More MediaPost: Gotlieb Slams ANA Report On Transparency
The Australian Association of National Advertisers (AANA) has adapted a US code of conduct for the local market to help marketers manage their media agency relationships in the wake of local and international revelations on transparency.
Advertisers and agencies have been told to follow much stricter rules when entering into contracts under a new landmark code of conduct designed to restore market confidence in a sector hit by a series of scandals.
Read More The Australian Business Review: New code of conduct for marketing industry
The Association of National Advertisers (ANA) recently released a 58-page report on kickbacks happening in the ad industry. The report claims US ad agencies unethically padded their profits with secret rebate schemes, and that’s just the tip of the iceberg.
Read More MarketingProfs: Five Things You Need to Know About Ad Agency Kickbacks