Media rebates are “a big problem” for 32% of advertisers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 26, 2019, 11:05 AM UTC

Advertisers rated 18 issues that contribute towards a lack of trust in the ad ecosystem.

This article cites a survey conducted by the Association of National Advertisers’ (ANA) Trust Consortium and ANA’s outside counsel, Reed Smith. The study looked to identify the factors contributing towards a lack of trust in the ad ecosystem.

For 32% of the advertisers surveyed, media rebates are “a big problem.” 30% of respondents consider data confidentiality, invalid traffic, digital ad fraud, and undisclosed markup of agencies reselling media to clients as contributors to the breakdown of trust. Other concerns are rebates for digital ad data, walled garden limitations on measurement and more.

Douglas Wood, a partner with Reed Smith stated that the Trust Consortium aims to encourage open discussions and “to understand one another’s concerns.” Such discussions could restore trust and contribute to growth.

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