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The Association of National Advertisers, which represents the country's top brand marketers, on Tuesday announced the hire of two firms to look into the controversial issue of media rebates.
At issue is whether agencies, represented by the 4A's, are receiving large rebates—or kickbacks—from media outlets in exchange for buying ads in large volumes. The ANA issued a request for proposal (RFP) this summer to hire an auditor to examine allegations that such savings are being hidden from clients and pocketed by agencies, which crosses an ethical line.