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The world of digital advertising has a history of opaqueness, stemming from the early days of ad networks. Ad networks acted as brokers between advertisers and publishers. Being in such a position allowed them to be as transparent or “non-transparent” as they wished.
Read More Marketing Land: Why every digital advertiser should demand transparency
While media bartering isn’t commonly discussed, the ANA’s two reports on agency transparency referenced the practice 49 times.
Read More AdExchanger: What Are Barter Agencies, And How Do They Tie Into The Transparency Debate?
The Association of National Advertisers and the American Association of Advertising Agencies remain at loggerheads over the issue of how agencies might be padding their compensation with nontransparent business practices, including rebates and other incentives from media sellers—“kickbacks” that could be opaque to the agencies’ brand marketer clients.
Read More MediaPost: A CMO’s Guide To The Advertiser-Agency Rebates Controversy
K2 Intelligence spent eight months investigating questionable agency business practices for the Association of National Advertisers (ANA), culminating in a critical, groundbreaking report.
K2 Intelligence, the firm behind an explosive report revealing that nontransparent practices are pervasive in the advertising industry, is starting a division dedicated to helping marketers investigate whether their ad agencies have done anything improper.
Read More WSJ: K2, Firm Behind Explosive Rebates Report, Launches Media Transparency Division
Among advertisers and agencies alike, many hoped the June release of “An Independent Study of Media Transparency in the U.S. Advertising Industry,” a report prepared for the ANA by K2 Intelligence, would deliver the coup de grace in a controversy that’s been worsening for at least five years. Such was not to be the case, however.
Last week Nancy Hill, president and CEO of the 4A’s, issued a statement rejecting guidelines that were developed by the ANA in conjunction with Ebiquity, an independent marketing analytics specialist, and its subsidiary, FirmDecisions.
Read More Shoot: 4A’s Rejects ANA/Ebiquity Guidelines On Agency-Client Relationships
It appears advertisers and their agencies are not on the same page when it comes to transparency. The American Association of Advertising Agencies has rejected the Association of National Advertisers’ media transparency initiative, a set of guidelines released in mid-July by the ANA, Ebiquity and FirmDecisions.
Read More Media Life: 4A’s on ANA’s transparency guidelines – Nope
ASIA-PACIFIC – A new set of media-transparency guidelines from the US Association of National Advertisers (ANA) is a good start and just as relevant for marketers and agencies in Asia-Pacific as anywhere else, according to several people in the media industry.
Read More Campaign: Industry in Asia Must Not Ignore ANA Rebate Advice
The 4As has rejected the guidelines issued last week by the ANA and Ebiquity on how to proceed in business relationships with media agencies. Instead, the 4As is urging its members to rely on the guidelines it issued earlier this year, which the ANA has already rejected.
Read More MediaPost: 4As Rejects ANA/Ebiquity Recommendations