Mediasmith, an independent digital agency based in San Francisco, has pulled out of the 4As, citing the trade association’s failure to support the Association of National Advertisers’ media-buying transparency recommendations.

The move marks the second agency to do so, following Cincinnati-based Empower MediaMarketing’s withdrawal. That came days after the 4As issued what some saw as a tepid response to an ANA-commissioned study by K2 Intelligence and Ebiquity and recommendations by the ANA to fix the problems revealed by it.

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