It appears advertisers and their agencies are not on the same page when it comes to transparency. The American Association of Advertising Agencies has rejected the Association of National Advertisers’ media transparency initiative, a set of guidelines released in mid-July by the ANA, Ebiquity and FirmDecisions.

“We have reviewed the recommendations in the Ebiquity Report issued last week and feel they are not all consistent with what many of you say your clients are asking for in their MSAs [master service agreements],” 4A’s president and chief executive Nancy Hill wrote in a statement.

Read the full Media Life article here.