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.

The ANA recommends that advertisers “establish primacy” over relationships with their advertising agencies, reevaluate their contracts and create a new role of the “chief media officer” to ensure increased accountability and discipline.

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