The Association of National Advertisers has launched a new “Trust Consortium” aimed at improving issues that plague the relationship between marketers and agencies -- including controversies over brand safety, fraud rates and transparency concerns.
The new Trust Consortium will issue white papers on best practices, industry standards and other matters.
Founding members include the law firm Reed Smith (ANA’s general counsel), consulting firm KPMG, Simulmedia and MediaLink, among others.
A new ANA survey of 400 marketers showed that fewer than one in three rank the level of trust between marketers and advertisers as “high.”
That survey, fielded in January, showed that 55% of marketers say trust between clients and advertisers is “moderate,” 29% say it's “high,” and 17% say it's low.