Last week Nancy Hill, president and CEO of the 4A’s, issued a statement rejecting guidelines that were developed by the ANA in conjunction with Ebiquity, an independent marketing analytics specialist, and its subsidiary, FirmDecisions.

Those guidelines came the month after the release of an ANA-commissioned assessment by K2 Intelligence that found non-transparent business practices, including cash rebates to media agencies, were pervasive in a sample of the U.S. media ad-buying ecosystem.

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