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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.”
The Association of National Advertisers (ANA, the trade organization for Big Advertisers) recently released a report alleging, amongst other things, widespread “rebates” (e.g., kickbacks) being paid to media agencies without the knowledge of their clients. In general, the reported found “a fundamental disconnect in the advertising industry regarding the basic nature of the advertiser-agency relationship.”
Read More Huffington Post: The Fault, Dear Advertisers, Is Not In Our Stars…
Is automation the silver bullet to advertiser concerns over non-transparent media buying practices?
Read More The Drum: Is Automation the Answer to Non-Transparent Media Buying Concerns?
The ad business is generally accepted as being in a hole. A large part of the industry is not trusted by those who pay for it and whose interests it exists to serve. Digital advertising is generally so poor that consumers go out of their way to avoid it. So-called precision targeting starts to get close to an invasion of privacy. Fingers are being pointed, mud is being slung. How on earth did we get into this mess?
Read More MediaVillage: The State of the Ad Biz – A Mess of Our Own Making
The report on agency rebate practices is the result of a monthslong investigation by K2 Intelligence and Ebiquity and is likely to bring into focus how advertisers conduct audits of their agency partners.
A bombshell trade report lands next month which will reveal whether US advertising agencies accept rebates from media companies, and whether those agencies are transparent about disclosing them and passing them back to their clients.
Read More Business Insider: An Explosive Report on Kickbacks
At last year’s Association of National Advertisers financial management conference, GroupM Chairman Irwin Gotlieb publicly acknowledged that the relationship between media agencies and clients had gotten to the point that the term “agent” no longer fits. “You cease to be an agent the moment someone puts a gun to your head and says ‘These are the CPMs you need to deliver,'” he said.
Read More AdAge: Risky Business: Why Media Agencies Are Betting on Principal-Based Buying
It’s nearly a year since I went to Phoenix to watch GroupM’s global chief Irwin Gotlieb talk about the culture gap between agencies and advertisers at the ANA’s Advertising Financial Management conference.
Read More MediaPost: A Year On, What’s Changed On The Trust And Transparency Front?
To no one’s surprise, ad blocking, fraud, viewability and transparency issues took center stage on Tuesday at theAdvertising AgeDigital Conference. Positioned as elephants in the room, these are threats the advertising industry is contending with in different ways.
Read More MediaPost: Elephants In The Room: Ad Blocking, Viewability And Transparency