Media Transparency Initative: Marketer Action Steps


Overview | Download the full K2 Report | Press Release | Marketer Action Steps

The ANA commissioned Ebiquity and FirmDecisions to develop guidelines and recommendations for ANA members to consider based on K2 Intelligence's findings. The full report containing a list of detailed recommendations will be released in the coming weeks. For the near term, here are some steps marketers can immediately take:

  • Reexamine all existing media agency contracts and meticulously review all terms and conditions. Use, as appropriate, an expert, independent third-party to provide insight and contractual expertise to optimize transparency, upgrade reporting and analytics, and substantially expand audit rights if necessary.
  • Implement media management training, particularly in the areas of contract development and management of the digital media supply chain.
  • Confirm and reaffirm the basis on which your media agency is conducting your media business. Be critically clear and comfortable with the agency's role as agent and principal. Ensure there are no conflicts of interest, and that there are clear processes in place for resolving conflicts that might emerge.
  • Assess whether contract terms permit you to "follow the money" by having full accountability for every dollar that is invested with a media agency. It is recommended that audit rights cover not only the media agency, but the holding company and any affiliated companies that touch your business.