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On the one-year anniversary of the Association of National Advertisers’ landmark study and subsequent recommendations on media transparency, it’s time to review the issues in this ongoing debate and see where we stand today.
Read More ANA: ANA Report on Media Transparency: One Year Later
In a recent survey of ANA members, nearly 60 percent indicated that they have taken some kind of action in regards to their agency contracts as a result of both the ANA/K2 Intelligence and the ANA and Ebiquity/Firm Decisions reports on media transparency. ANA CEO Bob Liodice looks at what has changed in the past year since the reports were released.
In recent years, marketers have made it clear that they need greater transparency in their digital advertising. Concerns about ad fraud and viewability, measurement and a more data-centric mindset have all contributed to the new assertiveness among marketers. A study from the World Federation of Advertisers (WFA) found that 90 percent of advertisers are reviewing contracts and demanding greater accountability.
Read More Adweek: 3 Ways Agencies Are Delivering Transparency to Advertisers
Digital News Daily Editor Tobi Elkin wrote an article earlier this week asking if anything has changed in the marketing/ad world since the release of the Association of National Advertisers (ANA)’s Media Transparency Report about a year ago.
It’s been slightly over a year since the Association of National Advertisers (ANA) released its report with K2 Intelligence on the state of media transparency in the U.S. ad industry.
Read More MediaPost: Has Anything Changed A Year After ANA’s Report On Media Transparency?
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.”
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
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
When Honda Motor Co.’s U.S. operation said it was awarding media-buying duties to RPA in January, the company cited its desire “to return to a more consolidated structure” for its media, social and content creation as a reason for the move.
Read More Automotive News: Honda Split With Media-Buying Agency Over Lack of Trust, Report Says
There is a crisis of trust facing the digital advertising industry, and it might just have reached a tipping point.