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.

At that time, the ANA study in partnership with K2 Intelligence found that media agencies avoided explicit contract language in order to preserve their ability to retain various types of incentives. With many advertisers reportedly working with unsigned contracts or those that contained ambiguous or “gray” areas, there were also many instances where contracts contained opt-in agreements that limit advertisers’ rights and have inadequate audit/review rights as well as inadequate enforcement of audit/review rights.

Read the full Drum article here.