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In the wake of a report that revealed ad agencies were receiving media rebates without passing them on to clients, the Association of National Advertisers (ANA) has released a new report on media transparency with a set of guidelines for advertisers and agencies.
Read More Marketing Dive: ANA Releases New Transparency Guidelines for Agencies and Advertisers
The Association of National Advertisers’ recent report on transparency highlights a range of problems, such as publisher kickbacks, inventory credits and other shady practices.
Read More AdExchanger: Broken Trust – Can Agencies Regain Credibility?
Both sides are to blame. Marketers want more for less and their procurement departments have been squeezing media agencies’ margins for years. At the same time, agencies have turned to less transparent ways to make money such as rebates and acting as principal.
Read More Campaign: The Ad Industry Must Start Talking to End Crisis of Trust
The recent study of media transparency conducted by K2 Intelligence on behalf of the Association of National Advertisers (ANA) opened a closet door exposing a ton of skeletons in the digital ad buying world. The study concluded that agency rebates and management fee double-dipping were pervasive, and was especially damning to the approach most agencies take to programmatic ad buying.
Read More MediaPost: The ANA Study On Ad Transparency Is Spot-On – Now What?
With the Association of National Advertisers preparing to release working guidelines for its members, it’s time to cut to the chase on the issue of agencies padding their compensation in ways that are not transparent to their clients. Notice that while I say it’s time, I do not say it will be easy, particularly for global marketers.
Read More AdAge: How to Navigate the Agency Rebate Thicket Going Forward
Consultant Accenture, which has a huge media audit division as well as a fast growing digital marketing practice has weighed in on the transparency debate, in response to the ANA’s report on the subject that was issued last month.
Read More MediaPost: Accenture Weighs In On Transparency Debate
In response to the recent Association of National Advertisers (ANA) report on agency transparency, Accenture released a new report, “Optimizing Transparency in Your Agency Relationships.”
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.
With the media transparency study a few weeks old, ANA President and CEO Bob Liodice looks at how the industry can move forward. In advance of full guidelines from Ebiquity and FirmDecisions, here are some action steps marketers can take immediately. Read More ANA: Media Transparency – Looking Ahead
The ANA commissioned Ebiquity and FirmDecisions to develop guidelines and recommendations for ANA members to consider based on K2 Intelligence’s findings.
Read More ANA: Media Transparency Initiative – Marketer Action Steps