Lack of Trading Transparency Heightens Agency-Advertiser Tensions

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.


A new study from the World Federation of Advertisers and Europe’s Festival of Media, the trade show organizer, illustrates continuing tensions within marketer-agency relationships. The study, which quizzed both advertisers and agencies, concludes that most marketers believe that agency trading desks — used to buy various forms of digital media — are a “threat to transparency.” They make it harder for clients to understand the true cost of the media they are purchasing.

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