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By Bill Duggan July 18, 2016

Advertisers Must “Lean In” to Media

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The K2 Intelligence report released June 7 identified the increasing complexity of the media-buying landscape and the corresponding struggle by advertisers to respond to those rapid changes as key factors that have enabled the proliferation of non-transparent business practices in the U.S. market.  ANA and Ebiquity/FirmDecisions have now issued the much anticipated follow-up report, “Media Transparency: Prescriptions, Principles and Processes for Advertisers” which offers a number of recommendations and guidelines. A key recommendation is that advertisers are responsible for more active stewardship of their media investments.

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Bill Duggan

Bill Duggan is Group Executive Vice President of the ANA. His responsibilities focus on management of the association's portfolio of marketing and media committees and associated conferences, as well as thought leadership related to committees and... read more

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