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A new report from media consultant ID Comms finds that media shops continue to be regarded with “suspicion” by advertisers, a number of which believe that non-transparent incomes, such as the profit from reselling media to clients, makes it harder to use fees and other contract terms to properly incentivize agencies.
Read More MediaPost: Report Finds Trust Lacking In Media Agency-Client Relationships
A year later, group EVP for the ANA reflects on the effect that the K2 Intelligence study has had on marketers and their agencies.
A year ago today (June 7, 2016), K2 Intelligence released an Association of National Advertisers’ commissioned study entitled, An Independent Study of Media Transparency in the U.S. Advertising Industry. The painstakingly-researched and detailed report identified numerous non-transparent business practices that were alleged to be pervasive in the U.S. media ad buying ecosystem. Reminiscent of the Barbarians at the Gate and the Big Short, the findings sent shock waves throughout the industry by suggesting a fundamental disconnect between advertisers and their media agencies. The report disclosed that long-standing rumors of complicated schemes to hide and divert rebates and other incentives were well-founded and that media agencies were not necessarily acting in the best interests of their clients by, among other things, wrongfully retaining rebates and other incentives given to them by media platforms/publishers that were rightfully the property of the advertisers. Some headlines read “…CEO Alleges Widespread U.S. Agency Kickbacks” and “Kickbacks. Yes. They’re Real.”
Marketers have been struggling with transparency in data for years. Some blame programmatic ad-buying technology. Others point fingers at reporting.
Read More MediaPost: Knotch, JP Morgan Will Take Transparency To Main Stage At Cannes
Advertising agency group Havas on Tuesday will announce the launch of a platform that will let its clients see exactly how much money they are spending with different vendors online and how those ads are performing, in real-time.
Read More The Wall Street Journal: Havas Launches Platform to Track ‘Every Penny’ of Digital Ad Buys
In the coming weeks, a group of ad-tech firms, including AppNexus, Facebook, PubMatic, and Rubicon Project, will launch an open-source initiative that seeks to address many of the challenges surrounding transparency in programmatic media.
The Association of National Advertisers’ (ANA) inquisition against nontransparent programmatic media buying rages on.
Read More AdExchanger: ANA Details The Supply Chain Fees That Agencies Try To Hide
With issues around transparency reaching a fever pitch in the programmatic media-buying ecosystem, the Association of National Advertisers (ANA) on Thursday issued findings from a study offered recommendations for actions that can be taken to improve the situation.
As marketers push for greater transparency in how the murky world of digital ad buying works, agencies are rethinking their approach.
Read More The Wall Street Journal: The Rise of Transparent Digital Ad Buying
The Big 5 agency holding companies grew 1.7% during the first quarter, marking a “deceleration” from “+4%” rates of growth in recent prior years, according to a top Wall Street analyst tracking Madison Avenue stocks.