The Association of National Advertisers (ANA) and the American Association of Advertising Agencies (the 4A’s) are divided over how to shed light on issues of transparency and agency rebates. The two trade groups collaborated last spring by forming a working group of about 15 brand and agency participants called the Media Transparency Task Force.

But late Thursday, the 4A’s issued its own set of transparency guidelines without the ANA. On Friday, the ANA called the 4A’s efforts a failure to “fully or adequately reflect the best interests of marketers.”

The ANA stated: “The guidelines are premature, and continued attention is needed to address the lack of industry transparency that the ANA has highlighted for the last four years.”

Read the full AdExchanger article here.