Should marketers be okay with non-transparent agency revenue practices, as long as they are acknowledged?
When it comes to principal-based buys the marketer bears all of the risks for the potential to “improve efficiencies” that cannot be wholly substantiated. Can a marketer ever really know the impetus behind an agency’s recommendation for principal-based media decisions and whether or not it is in the client’s or the agency’s best interest?
Interested in learning more about the Association of National Advertisers (ANA) recent report on how “agency holding companies profit from media sales to clients?”…Read More