The ANA (Association of National Advertisers) and Ebiquity/FirmDecisions have released a report stressing the need for full transparency in the client/agency relationship to bolster trust. They advise that agencies disclose any conflicts of interest and allow in-depth audits, which would encompass all associated entities.

A preceding K2 Intelligence study highlighted a significant transparency issue in the U.S. media ad-buying sector. It revealed a fundamental disconnect: advertisers assumed agencies were inherently acting in their best interest, while agency executives felt their obligations were strictly defined by contracts. Furthermore, there were indications of dubious agency practices like marking up media prices for clients.

Responding to these findings, the ANA has introduced a recommended contract template to ensure financial clarity and transparency. The report underscores the importance of enhanced media management by advertisers and proposes the introduction of a "chief media officer" role for improved oversight and strategy implementation.