ANA CONCERN GROWS OVER MEDIA TRANSPARENCY

摘要

The association of National Advertisers is stepping up scrutiny of media transparency as members express growing concerns that they don't fully understand dealings between media agencies and media companies. Complexity and lack of transparency in programmatic digital buying and agency trading desks in particular are among factors keeping most marketers from using them, according to a white paper to be issued by the ANA and Forrester Research this week.