The Association of National Advertisers and the American Association of Advertising Agencies remain at loggerheads over the issue of how agencies might be padding their compensation with nontransparent business practices, including rebates and other incentives from media sellers—“kickbacks” that could be opaque to the agencies’ brand marketer clients.

Stuck in between are Chief Marketing Officers. They are responsible for proving return on investment from expenditures for things like ads in print and on television, plus in the ever-expanding and complex world of digital media.

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