Marketers must take responsibility for media buying and fix the ‘disconnect’ with agencies

Rebates and other non-transparent business practices are “pervasive” in the US media industry, caused by a “fundamental disconnect” between advertisers and agencies. That is the conclusion of a report by the Association of National Advertisers’ (ANA) into media transparency.
The investigation was set up by the US trade body to investigate buying practices at media agencies amid allegations that agencies were collecting undisclosed rebates from media publishers. The