ANA Transparency Day

MEDIA TRANSPARENCY BASELINE: KEY HIGHLIGHTS OF THE K2 INTELLIGENCE REPORT

ANA commissioned K2 Intelligence to lead the fact-finding of an independent study of media transparency issues in the U.S. advertising industry. Their report found non-transparent business practices in media buying to be pervasive. This session will provide a high level summary of the K2 report.

Bill Duggan

Group Executive Vice President ANA

MEDIA TRANSPARENCY: PRESCRIPTIONS, PRINCIPLES, AND PROCESSES FOR ADVERTISERS

To help advertisers address the transparency issues identified in the K2 study, ANA and Ebiquity/FirmDecisions developed recommendations designed to provide greater transparency and certainty for advertisers in their relationships with media agencies and ensure that advertisers are able to take greater control of their media spend. Specific areas covered include: agency versus principal status, contract content, audit rights, contract governance, data, advertiser responsibilities, and a code of conduct.

Nick Manning

Chief Strategy Officer Ebiquity

THE CONTRACT

The contract defines the commercial relationship between advertiser and agency. The ANA, in conjunction with its General Counsel, Reed Smith LLP, has developed a media agency Master Media Planning & Buying Services Agreement which can be used by advertisers in developing their own agency agreement.

Keri Bruce

General Counsel Reed Smith LLP

PROGRAMMATIC BUYING

Programmatic media is the “new reality” and is big and getting bigger. Programmatic has expanded beyond desktop digital display to mobile, video, television, radio, out-of-home, digital place based media, and print.  Benefits include efficiency, targeting, effectiveness, scalability, and ROI. However, there are transparency issues with programmatic. The supply chain between the advertiser and the publisher is complex and murky and that opacity is costing advertisers money.  This session will address transparency issues in programmatic buying and offer practical recommendations for advertisers.

Andrew Altersohn

CEO AD/FIN

PRODUCTION TRANSPARENCY

In early December the Wall Street Journal broke the news that the U.S. Department of Justice is investigating advertising agencies for inappropriate bid rigging related to production. Meanwhile, in October the ANA launched the Production Transparency Task Force whose mission is to assess whether there are non-transparent advertising agency practices in production and to develop recommendations for improvement. This session will provide an update on learning to date from the task force.

Rachelle Madden

Executive Director Association of Independent Creative Editors (AICE)

Please join us for the first-ever “ANA Unplugged” networking reception.  Open to ANA members and invited guests.  Enjoy beer, wine, and good conversation.  Plus, a Q&A with Jon Mandel, former media agency chairman/CEO and the man who brought public attention to the industry debate around media agency transparency.

This reception requires a separate registration. To register for the cocktail reception, please click here.