Advertising transparency – Let the buyer beware


Bill DugganA few days ago The Wall Street Journal published an article titled, Why Advertisers Are Questioning How Agency Trading Desks Work. The article noted that, “Recent research conducted by the ANA and market research firm Forrester found that trading desk transparency ranked among marketers’ biggest concerns about media buying.”   That is indeed true!  The ANA/Forrester survey asked marketers about their concern on a variety of media related issues.  As the chart below shows, agency trading desks are noted to be an “emerging concern.”

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