Ebiquity were this week invited by the ANA to speak at their Transparency Day event in New York.
Nick Manning, Ebiquity’s Chief Strategy Officer, highlighted some of the best practice advice and practical solutions set out in the recommendations report we co-published with the ANA as part of their Media Transparency Initiative last year.
Approximately 40 delegates heard Nick describe how advertisers seeking to improve their media governance and performance should establish agency management principles and primacy in their agency relationship.
Nick talked about the need for advertisers to address the multiple aspects of transparency, including the need for objective media planning, advertiser control over data and technology and the need to create processes to govern the relationship between advertisers and their media partners.
He stressed the importance of having the right, most up-to-date contracts, and how advertisers should aim to implement the new Master Services Agreement, produced by Reed Smith on behalf of the ANA.
A constructive and lively discussion demonstrated that US advertisers are starting to think differently about how they get the most from their media, and especially in the low visibility programmatic market.
To download the full ANA, Ebiquity & FirmDecisions guidelines, click here
For advice on media stewardship click on the link below.