In the news: In today's market, brands must take proactive steps to protect themselves from transparency issues in agency contracts, focusing on audit rights, clear terms, and building strong partnerships.
Marketers face growing challenges with media agency transparency, particularly around principal-based buying, where agencies resell inventory with hidden markups. Experts recommend strict contracts, regular audits, and clear data access to protect brands’ interests. Strong agency partnerships and aligned incentives remain crucial.
In a piece recently published by AdAge, Tom Denford, CEO of ID Comms, advises brands to demand transparency, enforce quality guidelines, and use independent audits to maintain control. He highlights that while principal-based buying can offer value, brands must ensure it aligns with their goals and priorities.
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