The Association of National Advertisers (ANA) turned to K2 Intelligence to help shed light on certain non-transparent practices in the U.S. media-buying marketplace. The K2 Intelligence study, publicly released 7 June 2016, reveals evidence of a fundamental disconnect in the advertising industry regarding the basic nature of the advertiser-agency relationship. It also details evidence of the existence of non-transparent business practices, including cash rebates to media agencies, in a sample of the U.S. media ad-buying ecosystem. Within that sample, such practices were found to be pervasive, with senior agency executives being aware of, and even mandating, some non-transparent business practices.
Copies of the full report, along with related documents, are available and can be downloaded at www.ana.net/transparency.