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Two years after the Association of National Advertisers dropped a report revealing pervasive transparency issues among media agencies and their clients, the level of trust marketers have in their relationships with media partners dropped 11 percent, according to a biyearly ID Comms 2018 Global Media Transparency Report.
Read More Adweek: New Study Reveals That 40% of Marketers Distrust Their Media Agency Partners
Two years since the ANA unleashed its scathing report that exposed the practice of ad agency kickbacks, advertisers are increasingly questioning agency partners about whether the tech they choose is influenced by vested interests, according to industry sources.
A proliferation of platforms and screens coupled with more sophisticated targeting techniques and technologies is driving a massive digital transformation for the creative ecosystem (brands, agencies and production vendors). As a result, exponentially more content needs to be created for these new platforms to support micro targeting and increase user engagement.
Read More MediaPost MAD Commentary: Why The Industry Needs To Embrace Transparency, Not Fear It
Two years after the Association of National Advertisers’ damning report on how agencies profit from media budgets was released, the skepticism it unleashed has only intensified.
Read More Digiday: Two Years After The ANA’s Report, A Cloud Still Hangs Over Media Transparency
A lot of marketers talk about achieving transparent media trading, but often those demands are aimed solely at the agency. In the latest installment of our Confessions series, where we exchange anonymity for honesty, a former ad buying executive at one of the big five holding groups says that too few marketers think about how they take control of their media beyond the relationships with their agencies.
The Association of National Advertisers has taken a step toward addressing brands’ transparency concerns, updating its contract template for media buying agencies.
Read More Adweek: ANA Updates Contract Template for Media Agencies to Promote Greater Transparency
A variety of startups are using blockchain as a way to add transparency to the notoriously opaque ad tech system, including NYIAX, Kiip, Kochava and MetaX.
The Association of National Advertisers issued an updated media agency contract template for advertisers today that includes new provisions and revised definitions intended to increase transparency between clients and agencies.
Read More MediaPost MediaPssst: Verify: ANA Has A New Contract Template For Agencies
The controversial issue of transparency between brand marketers and their advertising agencies appears to be at, or very near, a tipping point — but the journey has been slow and torturous.
Transparency is everything in digital advertising today. Years of fraud, brand safety issues, Facebook and Google’s questionable practices and murky metrics have fostered distrust and prompted a push for greater control over ad practices. The brand/agency relationship is a case in point. In 2016, K2 Intelligence and the Association of National Advertisers reported that non-transparent business practices were pervasive in the U.S. As a result, many brands—Procter & Gamble, American Express, Unilever, L’Oréal and Netflix, just to name a few—have shifted their programmatic ad spend in-house, causing major concern in the agency world.