Ebiquity and K2 Capitalize on ANA Investigation With New Media Transparency Services
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Ebiquity and K2 Intelligence, the firms hired by the Association of National Advertisers to investigate media agency transparency, have begun offering services for any marketers that are now concerned about their agencies’ media buying processes.
Ebiquity has partnered with international law firm Reed Smith to create a media agency contract management service, it said Monday in a company blog post. K2 has formed a practice group to help marketers detect, prevent and remediate damange from non-transparent buying behavior.
The ANA in October hired Ebiquity and K2 to investigate whether agencies were taking incentives from media partners and other vendors in the U.S. without telling their clients, and to develop a set of transparency principals for the industry.
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