Two years after the Association of National Advertisers dropped a report revealing pervasive transparency issues among media agencies and their clients, the level of trust marketers have in their relationships with media partners dropped 11 percent, according to a biyearly ID Comms 2018 Global Media Transparency Report.

In 2018, 40 percent of the survey respondents (from marketing, media and procurement) rated their client-agency trust level as low, compared to 29 percent of those surveyed in 2016. Only 37 percent of this year’s agency participants in particular placed the level of trust at average and 38 percent, low. That’s a sharp decline from 2016 when 85 percent of agency respondents rated the trust level average.

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