Advertising Trade Groups 4AS & ANA Split Over Transparency Guidelines | WSJ

Advertising Trade Groups Split Over Transparency Guidelines; Nathalie Tadena; In The Wall Street Journal (WSJ); 2016-01-28.
Teaser: American Association of Advertising Agencies and Association of National Advertisers didn’t agree on language

tl;dr → there may or may not be buying incentives (kickbacks, rebates, bribes) from media sellers (publishers) paid to agencies for representing their material,forcing advertisers to pay more; buyers (advertisers) want to know & believe there are latent sales terms in place; sellers (agencies) represent that there is nothing untoward going on and nothing ot see here, please move along.


  • American Association of Advertising Agencies (4As)
    represents agencies (hence the name)
  • Association of National Advertisers (ANA)
    represents advertisers (ahem, hence the name)
  • The 4As Issues Transparency Guiding Principles of Conduct; press release; 2016-01?
    Statement: Transparency Guiding Principles of Conduct
  • ANA conducts an investigation into transparency in the industry
    • In 2015-10
    • Commissioned a Study. That. Shows.
    • contractors
      • K2 Intelligence
      • Ebiquity/FirmDecision
    • Issues
      • kickbacks, rebates, bribes → <quote>agencies may have arrangements in place with media sellers that reward the agencies for spending more</quote>
  • Transparency Guiding Principles of Conduct” lays out nine principles.
  • Occasion
    • 2015-03
    • Jon Mandel, former CEO, Mediacom.
    • alleged
      • rebates, kickbacks
      • from media sellers (publishers) to agencies (buyer agents)
      • at the expense of buyers (advertisers)


  • Nancy Hill, Chief Executive, 4As
  • Bob Liodice. , Chief Executive, ANA
  • Jon Mandel, ex-CEO, Mediacom


important advertisers

  • Bank of America
  • L’Oreal
  • MasterCard
  • Procter & Gamble


In The Wall Street Journal (WSJ)

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