Production transparency in the US advertising industry

This report, from the Association of National Advertisers (ANA), warns of non-transparent production practices at a number of ad agencies and holding companies in the US, and makes recommendations for advertisers on how to tackle the issue.
  • The report warns that the use of agency in-house production resources is not always transparent to the advertiser, and that advertisers must be aware that such resources are bidding against outside suppliers.
  • Non-transparent agency-controlled bidding can lead to costly, inefficient and sub-optimal advertiser business decisions, with significant financial impact for marketers.
  • Where non-transparent practices exist, the competitive landscape becomes potentially compromised and unreliable.
  • Improved advertising production management is within advertisers' control, but disciplines, accountability and controls for production need to be evaluated and restructured to elevate decision-making quality and improve financial management....

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