More marketers are growing their in-house ad-buying capabilities as a result of heightened concern around fraud and transparency, according to the latest survey from the Association of National Advertisers and Forrester.
We know that digital marketing is complex and sometimes confusing for brands. But we only perpetuate the appearance of complexity when two industry juggernauts offer different opinions on transparency guidelines for the advertising industry, especially at a time when technology — particularly in digital advertising — has pushed the transparency conversation to the fore.
The Association of National Advertisers (ANA) and the American Association of Advertising Agencies (the 4A’s) are divided over how to shed light on issues of transparency and agency rebates. The two trade groups collaborated last spring by forming a working group of about 15 brand and agency participants called the Media Transparency Task Force.
Nearly all advertisers have some guarantee of transparency written into their agency contracts and smart advertisers have long known that transparency is essential to understanding what’s working, what isn’t, and how their organizations can improve their media spending.