What marketers need to know about the media transparency report

The study, carried out by K2 Intelligence for the Association of National Advertisers (ANA) in the US, found evidence of a “fundamental disconnect” in the marketing industry regarding the basic nature of the advertiser-agency relationship”.
It says that senior executives at agencies are aware and regularly mandate controversial practices that are often not disclosed to clients. These include cash rebates, rebates as inventory credits and ‘service agreements’ for non