ANA Aims to Increase Transparency With New Guidelines After Report on 'Pervasive' Kickbacks

Some agencies marked up media by 90%

Learn how the creator economy is transforming the marketing landscape, and how to cultivate partnerships to grow engaged communities at Social Media Week: The Creatorverse, May 16–18 in NY. Register now to secure your early bird pass.


Roughly one month after releasing a 58-page report detailing transparency issues in the advertising industry, the Association of National Advertisers today released a set of media transparency guidelines with support from marketing analytics company Ebiquity and FirmDecisions. 

"The purpose of these guidelines is to provide marketers with prescriptions for addressing transparency issues specific to the K2 Intelligence study. We outlined actions marketers should consider to diminish or eliminate non-transparent and non-disclosed agency activities and to ensure that their media management processes are optimized," Bob Liodice, ANA president and CEO said in a statement.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in