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Management consultancies are turning the trust problem between advertisers and their media agencies into an opportunity to muscle in on the number of budgets increasingly prioritizing planning over buying.
Read More Digiday: Consulting Firms Muscle in on Media Planning in Transparency Fallout
However, the ANA reports after conducting a survey during the week of July 12 with 190 ANA members, 25% of those surveyed were not sure if their agency was working on the transparency issue. This may be due to the findings of the initial report one year ago which reported a “fundamental disconnect” between advertisers and agencies.
Nearly one in five ad executives acknowledge that ad agencies now take payments directly from their media suppliers to offset downward compensation pressure from clients, according to results of a survey of advertisers and agencies conducted by Advertiser Perceptions for MediaPost.
On the one-year anniversary of the Association of National Advertisers’ landmark study and subsequent recommendations on media transparency, it’s time to review the issues in this ongoing debate and see where we stand today.
Read More ANA: ANA Report on Media Transparency: One Year Later
One year ago, the ANA (Association of National Advertisers) released two landmark reports on the critical issue of transparency in the digital media ecosystem. The first report, “An Independent Study of Media Transparency in the U.S. Advertising Industry,” revealed a wide range of non-transparent business practices. The second, which the ANA did in conjunction with Ebiquity/FirmDecisions, was called “Media Transparency: Prescriptions, Principles, and Processes for Marketers” and provided advertisers with a set of recommendations to address the issues identified in the first report.
In a recent survey of ANA members, nearly 60 percent indicated that they have taken some kind of action in regards to their agency contracts as a result of both the ANA/K2 Intelligence and the ANA and Ebiquity/Firm Decisions reports on media transparency. ANA CEO Bob Liodice looks at what has changed in the past year since the reports were released.
In recent years, marketers have made it clear that they need greater transparency in their digital advertising. Concerns about ad fraud and viewability, measurement and a more data-centric mindset have all contributed to the new assertiveness among marketers. A study from the World Federation of Advertisers (WFA) found that 90 percent of advertisers are reviewing contracts and demanding greater accountability.
Read More Adweek: 3 Ways Agencies Are Delivering Transparency to Advertisers
Digital News Daily Editor Tobi Elkin wrote an article earlier this week asking if anything has changed in the marketing/ad world since the release of the Association of National Advertisers (ANA)’s Media Transparency Report about a year ago.
It’s been slightly over a year since the Association of National Advertisers (ANA) released its report with K2 Intelligence on the state of media transparency in the U.S. ad industry.
Read More MediaPost: Has Anything Changed A Year After ANA’s Report On Media Transparency?
It’s been 12-months since the US Association of National Advertisers produced its landmark report on media transparency and, rather than gather dust, there has already been real impact: