Media Transparency: how advertisers should address the challenges

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There is a common misconception that media transparency is primarily about media trading incentives such as rebates, and therefore mainly of interest to procurement people.

As highlighted by Bill Bruno’s article in the current edition of Response, nothing could be further from the truth. Media transparency has multiple aspects and it affects advertisers’ business performance in a variety of ways.

This was spelt out at last week’s World Federation of Advertisers’ (WFA) Media Forum, held at Diageo’s offices in London.

Nick Manning, Ebiquity’s Chief Strategy Officer, talked the audience through the need to see the achievement of transparency as an essential way to improve media effectiveness.

 

Ebiquity’s recommendations reflect the guidelines written last year for the Association of National Advertisers (ANA) in the US, which contain a seven-point action plan to ensure comprehensive media stewardship and convert the consolidation in the media market into a competitive advantage.

Nick emphasized the need to implement the contractual guidelines established in the new template formats established by the Incorporated Society of British Advertisers in the UK and the ANA’s new Master Services Agreement, including the stipulations that media strategy and planning will be impartially generated and any potential conflicts of interest clearly identified where media agency groups have a stake in any technology solutions, media inventory or media owner.

The WFA continues to set the pace in helping its members manage the dynamic media landscape, and especially in relation to the complex online advertising eco-system and how to make digital media deliver on its promises.

Full details of the seminar can be obtained from marketing.team@ebiquity.com

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