Media Transparency Update – Considerations for Digital Marketing

Tue, 13 Sep 2016 00:00:00 -0400
Event Recaps

ANA recently issued its much-anticipated reports on media transparency. In June the "investigative" report from K2 Intelligence revealed that non-transparent business practices were found to be pervasive in a sample of the U.S. media ad-buying ecosystem. In July the follow-up report from ANA and Ebiquity/FirmDecisions offered recommendations to address transparency issues for advertisers and the industry overall. The increasing complexity of the media buying landscape is contributing to the proliferation of non-transparent business practices and digital media in particular (i.e., programmatic buying and other activity from agency trading desks) is an enabler of such behavior. This session provided a "cliff notes" summary of both reports, with an emphasis on suggested action steps for advertisers.