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You don’t know what you don’t know: More marketers worry about media buying transparency

May 15, 2014

Transparency issues between marketers and their media agencies are on the rise, per a new ANA/Forrester Research survey.

Forty-six percent of marketers have concerns about the level of transparency between themselves and their media agency(s). Further, concerns about transparency have increased for 42 percent of marketers over the past year, and have decreased for only 13 percent. 

The issues that cause the most concern are:

As stated in a previous blog, there is a transparency crisis in the advertising industry and this new research further confirms that. What are the implications for marketers?

As our industry continues to evolve, transparency issues between clients and agencies are likely to remain concerns. For example, programmatic buying—which has various intermediaries between the buyer and seller—appears to be an issue with emerging transparency concerns. Marketers would be wise to pay attention!

Thanks to The Economist for first publishing this viewpoint in their Lean Back marketing blog.

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