K2 Intelligence's 2016 ANA Report Leads to Updated Contract Templates

Adweek (12 July 2018) discusses the Association of National Advertisers’ (ANA’s) decision to update contract templates for agencies in order to encourage transparency in the industry. In 2016, K2 Intelligence and the ANA published a report uncovering nontransparent practices in the media-buying world. The article notes, “Following a K2 Intelligence report that found markups on individual sales can be between 30 and 90 percent, the revised contract template includes an added notation to ‘principal or inventory mark-up’ and ‘principal or inventory sale’ setting a ‘capped amount of mark-up the media inventory seller (typically an agency affiliate) can make.’”

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