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The highly anticipated Association of National Advertisers report looking into rebates and other nontransparent practices in the advertising business finally dropped on Tuesday, and it’s threatening to really sour the rosé ahead of the annual ad confab in Cannes this month.
Read More Wall Street Journal: CMO Today – Ad Business Rebate Study Rocks Industry
The Association of National Advertisers said its probe of the advertising business found that rebates and other nontransparent practices are “pervasive” in the U.S., raising alarms about how ad agencies conduct business throughout the industry.
Read More Wall Street Journal: Ad Business Full of Nontransparent Practices, Study Finds
The Association of National Advertisers (ANA) investigation into rebates has exposed a worrying imbalance between the murky levels of governance, accountability and oversight applied to media budgets. The pressure is now on senior marketers to wrestle back some control of media management from the media agency.
A bevy of big Madison Avenue media-buying agencies took aim at a seven-month probe conducted by the Association of National Advertisers suggesting the acceptance of rebates and other forms of kickbacks are “pervasive” among a cadre of ad firms that handle billions of promotional dollars for products ranging from Apple to Zyrtec.
Read More Variety: Wall Street Wrings Hands Over Alleged Madison Avenue Kickbacks
For an industry that hinges on sensing the zeitgeist, the world’s biggest ad agencies aren’t handling a slow-burning controversy over their U.S. billing practices with much finesse. Ad firms such as WPP and Omnicom need to win back the trust of big brands like Coca-Cola, Ford and Unilever quickly or risk eroding their most profitable business, namely placing ads for clients on TV, radio or online.
Some $8 billion lost in fraud. Another $20 billion lost in ad blocking. There are four key challenges — viewability, fraud, transparency, and ad blocking — that undermine advertisers trust in the digital industry. To make matters worse but they are often erroneously mashed up as one big Adland mess, causing confusion about the most effective tactics to tackle each individually.
Read More MediaPost: Advertising’s Four Plagues: Viewability, Fraud, Transparency, Ad Blocking
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.
Read More AdExchanger: The ANA And The 4A’s Clash Over Media Transparency Guidelines