K2 Intelligence’s landmark report on media transparency for the ANA continues to have an impact on the advertising industry and media-buying marketplace. According to Adweek (27 Dec. 2019)and New Digital Age (3 Jan. 2020), brands are considering pulling media-buying capabilities in-house as a result of the ripple effects of the report’s findings, but in-house is not a one-size-fits-all solution.
Per AdWeek, “In-housing, where a brand takes media-buying responsibilities out of the hands of its media agency, is not a new phenomenon. But in light of the controversial K2 Intelligence report for the Association of National Advertisers in 2016, which challenged the traditional agency-client relationship and probed transparency in media-buying practices, the advent of automated trading piqued the interest of marketing procurement professionals.”
Read more in Adweek and New Digital Age (subscription may be required).
