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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