The Association of National Advertisers report about media rebates in the U.S. has again plunged the industry into controversy by raising questions about “non-transparent” agency practices. But it also raises questions about how much marketers themselves actually want transparency. And that answer is sometimes as clear as mud, with some signs pointing to an ANA staff that’s more aggressive on the issue than members.

The product of a seven-month inquiry by a team of five K2 Intelligence investigators involving 150 anonymous industry sources largely covers, albeit in far greater detail, practices that have been reported for four years or longer, and intensively for the past 15 months. It names no agencies, media companies or marketers involved in any of the deals it describes, which it calls “non-transparent” but not necessarily illegal.

Read the full AdAge article here.