May 19

ANA Concern Grows Over Media Transparency

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The Association of National Advertisers is stepping up scrutiny of media transparency as members express growing concerns that they don’t fully understand dealings between media agencies and media companies.

Complexity and lack of transparency in programmatic digital buying and agency trading desks in particular are among factors keeping most marketers from using them, according to a white paper to be issued by the ANA and Forrester Research this week.

The white paper cites a February survey of more than 150 U.S. marketers that found 46% of respondents are concerned about transparency of media buys; 42% of that group said they have gotten more concerned in the past year. More than half were concerned that their agencies may receive rebates from media sellers.

Continue reading at AdAge.com

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