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Two months after the Association of National Advertisers released its controversial agency media-buying “transparency” practices report by K2 Intelligence, most advertisers and agencies remain relatively unaware of it. Among those who are aware of it, there was a marked disconnect between marketers and agency executives about who would be most impacted by it.
The Association of National Advertisers (ANA) is seeking to address the “profound disagreement” about non-transparent practices in media buying by inviting senior leaders from the 4A’s (American Association of Advertising Agencies) to meet in October.
The Association of National Advertisers long-awaited report on lack of transparency in the media industry cast much of its blame on the convoluted way the industry is structured, giving cover to bad practices.
Read More Digiday: IAB chief – Brands Can’t Pass the Buck on Policing Media Issues
In response to the 4A’s rejection of the Association of National Advertisers/Ebiquity report on media transparency, the ANA is inviting the ad-agency trade group to the marketer trade group’s annual Masters of Marketing conference to “have an open dialogue and create a pathway that will lead to industry consensus and collaboration.”
Read More AdAge: ANA Invites 4A’s to Orlando Conference for ‘Open Dialogue’ on Transparency
The battle over the media transparency guidelines from the 4A’s and the Association of National Advertisers rages on, as the two associations, which previously created a joint task force to take on the issue, can’t seem to agree on one set of guidelines.
Read More Adweek: ANA and 4A’s Duke It Out Over Kickbacks and Media Transparency
The Association of National Advertisers this morning called on the 4A’s to “publicly clarify” its position on the ANA’s recent media-buying transparency recommendations, and to explicitly state whether it accepts or rejects the findings of an ANA-commissioned report, its recommendations and a template for media-buying contracts between clients and agencies.
K2 Intelligence and Ebiquity — the two firms commissioned earlier this year by the National Association of Advertisers to examine the practices of media agencies — are now separately trying to turn that one-off project into ongoing revenue streams.
Read More MediaPost: K2, Ebiquity Form Separate Transparency Practices
K2 Intelligence spent eight months investigating questionable agency business practices for the Association of National Advertisers (ANA), culminating in a critical, groundbreaking report.
K2 Intelligence, the firm behind an explosive report revealing that nontransparent practices are pervasive in the advertising industry, is starting a division dedicated to helping marketers investigate whether their ad agencies have done anything improper.
Read More WSJ: K2, Firm Behind Explosive Rebates Report, Launches Media Transparency Division
Among advertisers and agencies alike, many hoped the June release of “An Independent Study of Media Transparency in the U.S. Advertising Industry,” a report prepared for the ANA by K2 Intelligence, would deliver the coup de grace in a controversy that’s been worsening for at least five years. Such was not to be the case, however.