A recent survey from STRATA found that agencies have trust issues with the publishers they partner with– and now a survey from the Association of National Advertisers (ANA) and Forrester Research finds that client-side marketers have concerns about the levels of transparency that exist between them and their media agencies. According to the survey results, some 46% of marketers hold these concerns – and concerns are increasing for 42%.
Among those concerned about transparency, key issues include uncertainty about if/where their ads will run, especially in digital media, and not knowing exactly what their agencies paid the media company. Drilling further into those concerns, the survey indicates that the most common regards the reliance on served impressions rather than viewable impressions for digital media. Read the rest at MarketingCharts.