What marketers need to know about the federal media-buying investigation
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The ongoing investigation into U.S. media-buying practices has entered a critical phase, with a federal grand jury issuing a subpoena to a large marketer in the nearly year-old case. The development shows that the U.S. attorney has accumulated enough evidence to convince the jury of probable cause to subpoena a client’s records.
Agencies have long been at risk in the probe, which focuses on issues like undisclosed rebates. But marketersboth companies as a whole and individuals working for themface potential scrutiny and even criminal charges, even though that may be unlikely.
People familiar with the matter, who wouldn’t disclose the identity of the marketer that was subpoenaed, or its agency, see no evidence that this company did anything wrong. But the development shows that marketers need to be aware of potential pitfalls. Below, five things to watch.
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