The eroding cliff: How industry leaders are addressing media transparency issues

This article summarises concerns marketers have around media buying transparency and how agencies are responding, and offers ways for clients to protect themselves.

The eroding cliff: How industry leaders are addressing media transparency issues

Michael J McDermott

Rumors abound.

Are client-side marketers getting the biggest bang for their media-buying buck, or are certain practices by some media agencies diluting marketers' buying power and maybe even undermining the strategies those agencies were contracted to support?

That's no longer a rhetorical question — if indeed it ever was. Whispers about lack of transparency around agency financial practices, especially media rebates and other financial incentives offered by media, have been circulating for some time. So when Jon Mandel, chief executive officer at media consultancy Dogsled Enterprises...

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