Business
Guidelines for achieving media transparency
Guidelines for achieving media transparency.
About this update from Ebiquity Plc
[{"type":"text","content":"\n \nRNS Number : 5277E Ebiquity PLC 19 July 2016 \n\nEbiquity Plc\n(\"Ebiquity\" or \"the Company\")\n \n19 July 2016\n \nEbiquity, FirmDecisions and ANA issue guidelines for achieving media transparency\n \n \nEbiquity and FirmDecisions, in partnership with The Association of National Advertisers (\"ANA\"), announces the release of a wide-ranging set of recommendations aimed at helping global marketers and advertisers improve internal governance and achieve greater oversight and control over how their advertising budgets are spent.\n \nThe guidelines form part of the \"Media Transparency: Prescriptions, Principles, and Processes for Marketers\" report which followed the June release of an ANA-commissioned assessment by K2 Intelligence which found non-transparent business practices, including cash rebates to media agencies, were pervasive in a sample of the U.S. media ad-buying ecosystem.\n \nIn conjunction with the recommendations, the ANA has released a contract template to be used by marketers as a foundation for their master service agreements with agencies. The template was first created by the Incorporated Society of British Advertisers (\"ISBA\") and was adapted for the U.S. marketplace by ANA general counsel ReedSmith. \n \nMichael Karg, Group CEO, Ebiquity commented: \"Advertisers are now experiencing a unique environment where demands for financial accountability and ROI are increasingly high, while transparency into media spending is difficult to achieve.\" \n \n\"We're at a turning point in the U.S. advertising industry. With these recommendations, advertisers have the opportunity to pave the way towards greater transparency while laying a strong foundation to manage future complexity.\" \n \nBob Liodice, ANA president and CEO commented: \"The purpose of these guidelines is to provide marketers with prescriptions for addressing transparency issues specific to the K2 Intelligence study.\" \n \n\"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.\"\n \nThe complete recommendations, K2 Intelligence assessment and contract template are available for download at http://www.ebiquity.com/en/resources/ana-media...