Where Do You Stand When It Comes to Principal Media?

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ANAThe Association of National Advertisers (ANA) recently released its report on principal-media, a practice where agencies take ownership of the media and resell it to their clients at at a price higher than what was paid. As a marketer, short of preventing your media agency from utilizing principal-media on your behalf, there is a solution to protect your organization from the unauthorized use of this practice… sound contract language, independent auditing of media agency partners, and strict controls around the approval granted to purchase principal media. If you have questions regarding this practice, sometimes referred to as media arbitrage, you will find the following article from The Media Leader to be of interest Read More