The rise of media rebates in the United States has put agencies under a harsh spotlight, thanks in part to the Association of National Advertisers’ June agency transparency report. But relatively little attention has been paid to the role of media sellers in driving the practice.

Take Google, for instance. Long before “rebate” became a dirty word in digital advertising, the world’s largest media seller put together its own incentive program to motivate US advertisers large and small, and their agencies, to buy more.

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