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Two years after the Association of National Advertisers’ damning report on how agencies profit from media budgets was released, the skepticism it unleashed has only intensified.
Read More Digiday: Two Years After The ANA’s Report, A Cloud Still Hangs Over Media Transparency
A lot of marketers talk about achieving transparent media trading, but often those demands are aimed solely at the agency. In the latest installment of our Confessions series, where we exchange anonymity for honesty, a former ad buying executive at one of the big five holding groups says that too few marketers think about how they take control of their media beyond the relationships with their agencies.
Half of all global media agencies use their own advertising technology to make programmatic media buys which helps to maintain better transparency with clients, among other things.
Read More MediaPost MediaDailyNews: Global Programmatic Media Moves More In-House
The Association of National Advertisers has taken a step toward addressing brands’ transparency concerns, updating its contract template for media buying agencies.
Read More Adweek: ANA Updates Contract Template for Media Agencies to Promote Greater Transparency
A variety of startups are using blockchain as a way to add transparency to the notoriously opaque ad tech system, including NYIAX, Kiip, Kochava and MetaX.
The Association of National Advertisers issued an updated media agency contract template for advertisers today that includes new provisions and revised definitions intended to increase transparency between clients and agencies.
Read More MediaPost MediaPssst: Verify: ANA Has A New Contract Template For Agencies
The controversial issue of transparency between brand marketers and their advertising agencies appears to be at, or very near, a tipping point — but the journey has been slow and torturous.
Transparency is everything in digital advertising today. Years of fraud, brand safety issues, Facebook and Google’s questionable practices and murky metrics have fostered distrust and prompted a push for greater control over ad practices. The brand/agency relationship is a case in point. In 2016, K2 Intelligence and the Association of National Advertisers reported that non-transparent business practices were pervasive in the U.S. As a result, many brands—Procter & Gamble, American Express, Unilever, L’Oréal and Netflix, just to name a few—have shifted their programmatic ad spend in-house, causing major concern in the agency world.
The World Federation of Advertisers has issued its eight “principles for partnership” in a Global Media Charter published last week . In it, the WFA outlines some ways to improve (rebuild?) the relationship between marketers and media agencies.
Read More MediaPost MediaInsider: The 8 Media Partnership Commandments
Few would argue that the digital ads industry isn’t broken. We’ve come to accept ads as a punishment for using free services, but they’re invasive, annoying, and creepy; they collect too much information, and they can contain malware.