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Agency Trading Desks: Basics Marketers Need to Know & Questions to Ask

November 2, 2011

By Bill Duggan, Group EVP, ANA

ANA has just released a white paper titled, "Agency Trading Desks: Basics Marketers Need to Know & Questions to Ask." Its purpose is to help educate ANA members on agency trading desks-what they are, what they do, potential benefits, questions to ask, and more.  The full white paper is available to ANA members here - www.ana.net/agencytradingdesks - and covers issues including the benefits and criticisms of agency trading desks.

Most importantly, the paper advises marketers to be educated on how their company's money is being spent.  Every holding company (and independent) does things a little bit differently, so if working with a trading desk, ANA members need to understand their agency's model and make sure they are comfortable with it. The following questions and action steps are important.

Comments from the industry are most welcome.

 

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