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I don’t look for much clarity to emerge when — or if — the ANA board meets with the 4A’s board to discuss media-transparency issues. After the ad-agency trade group rejected the marketer trade group’s guidelines created by consulting firm Ebiquity, the ANA invited the 4A’s to a discussion at the ANA Masters of Marketing Conference in Orlando, Fla., this year.
Read More AdAge: New 4A’s Chief Must Let Advertisers Follow the Money
I recently expressed concern over the apparent leadership from the AANA on the issue of media transparency and rebates. This is an issue that we have seen develop in the past four plus years and which we have recommended possible solutions to our clients and the industry during that time. But with the latest rebuff from the AANA I posed that the inaction could be due to a possible conflict of interest in their financial membership, which includes agencies and advertisers. Instead of a discussion on the topic there was a rebuttal and then silence.
Read More TrinityP3: Why the Australian Association of National Advertisers (AANA) needs to review its membership
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?
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.
The Association of National Advertisers is calling for marketers to diminish “non-disclosed agency activities” in long-awaited transparency guidelines prepared on its behalf by auditor Ebiquity.
Read More AdAge: ANA Issues Long-Awaited Agency-Client Transparency Guidelines
A month after publishing a scathing report outlining transparency shortcomings in the advertising industry, the Association of National Advertisers has released a new set of transparency guidelines for agencies. The new guidelines were largely greeted by agency executives with a collective shrug.
Read More Digiday: ANA Publishes New Guidelines on Agency Transparency; Ad Execs Shrug
The Association of National Advertisers’ crusade for greater agency transparency entered phase two on Monday, when marketing analytics firm Ebiquity and its subsidiary, FirmDecisions, released an anticipated set of guidelines for advertisers on how to maintain transparent relationships with their agencies.
Read More AdExchanger: ANA Drops Second Rebate Report, With To-Do List For Brands
Advertisers should require their agencies to disclose “all potential conflicts of interest” and comply with thorough audits covering the agency, its parent company, affiliates and subsidiaries to ensure full transparency. That’s the core recommendation made as part of a series of “Guidelines for Achieving Media Transparency,” released today by the Association of National Advertisers.
The Association of National Advertisers has recommended advertisers make substantial changes to their relationships with advertising agencies, after an ANA probe found that rebates and other nontransparent practices are “pervasive” in the U.S.
Read More WSJ: Advertisers Should Reexamine Agency Relationships, ANA Says