ANA chief Bob Liodice also used his opening remarks at the ANA's Digital and Social Media Conference to address the subject of agency trading desks, and implied that they are also rasing some
important issues concerning "transparency" for marketers.
The trading desks, which he described as, "real-time audience-buying companies," increasingly are becoming new intermediaries
between marketers and the media, and Liodice implied that their practices need to be better disclosed to ensure full transparency in terms of what audiences they are buying for marketers, what they
are paying for them, and what their margins are for buying them.