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Programmatic advertising already accounts for nearly 60 percent of US digital display ad spending, according to a recent eMarketer report. Also notable is the quick growth of programmatic advertising in video and mobile. Yet some serious questions remain about just how mature the programmatic market is and what its ultimate growth potential is, due to a number of stubbornly troublesome obstacles.
The advertising industry’s reaction to a report critical of advertising and media agencies that the Association of National Advertisers (ANA) believes pad their compensation via non-transparent tactics continued with a testy waterfront exchange here. It’s a subject that won’t be going away soon.
In a previous era, advertising agencies and their clients were joined at the hip. Now, some of the most powerful entities on Madison Avenue are grappling with serious fractures.
Read More Variety: Mistrust on Madison Avenue – Why Can’t Marketers, Media Buyers Get Along?
Brand and agency relationships have been somewhat fraught recently with a record number of agency relationships going under review last year – more than the previous three years combined in terms of dollars at stake.
Read More Marketing Dive: ANA Defends Report Exposing Agency Rebates
So it has been a week since the Association of National Advertisers report on media transparency came out. It paints a dire picture of agencies using all kinds of smoke and mirrors to generate income for themselves, while still being able to claim they are upholding their contractual obligations to their clients.
Read More MediaPost: The Really Guilty Party In The ANA Debate? Advertisers!
The long awaited report into the use of kickbacks and rebates in the US ad industry, commissioned by the Association of National Advertisers (ANA), has been released. An Independent Study of Media Transparency in the US Advertising Industry was carried out with K2 Intelligence.
Read More The Media Online: Kickbacks and Rebates ‘Pervasive’ in US Agencies
The Association of National Advertisers report about media rebates in the U.S. has again plunged the industry into controversy by raising questions about “non-transparent” agency practices. But it also raises questions about how much marketers themselves actually want transparency. And that answer is sometimes as clear as mud, with some signs pointing to an ANA staff that’s more aggressive on the issue than members.
Read More AdAge: ANA Raises Rebate Ruckus, but Do Its Members Care?
Digital media companies prey upon the misinterpretation of services and outcomes between advertisers and the agencies that get their ads where they need to be. In particular, the lack of technical knowledge possessed AND transferred between all parties mainly benefits digital media companies that keep serving ads on their large-scale content farms.
Read More Motherboard: Digital Media Is Kept Afloat By a Black Box of Confusion
Media agency involvement in the Australian Association of National Advertisers is preventing the organisation from taking as firm a stance on media transparency as its overseas counterparts, a senior figure in the marketing industry has claimed.
Association of National Advertisers Chairman Tony Pace, who is the former CMO of the Subway Franchisee Advertising Fund Trust, sent a letter to all ANA members today to underscore the group’s belief that the harsh and negative response by the agency community to its transparency report released earlier this week was unwarranted.
Read More MediaPost: ANA Chairman Tony Pace Defends Transparency Report