The Australian Association of National Advertisers’ (AANA) guidance around agency contracts offers an important, non-prescriptive starting point to promote better media transparency. The industry should unite to chart a sensible way forward.

Amidst concerns over transparency and the inherent complexity, the AANA should be given credit for trying to get advertisers to ask the right questions about contracts. The important part of their release is the guidance notes that provides 12 pages of hard questions advertisers should ask of media partners.

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