10 Years Later, ANA Finds Transparency Concerns Remain Acute

by Joe Mandese , Yesterday

The good news is that percentage of advertisers concerned about the transparency of their media agencies has declined slightly since the Association of National Advertisers first benchmarked it in 2014, as part of the association's overall push into media transparency among ANA member agencies.

The bad news is that among those who say they are concerned, the problem seems to be exacerbated.

Those are among the top-line findings of a new survey the ANA is releasing to update the industry ten years after the release of its controversial media transparency report, as well as a high-profile event featuring former WPP media exec Jon Mandel in the role as whistleblower.

To mark the tenth anniversary, Mandel will reprise his role at a "10 Years Later" webinar hosted by the ANA June 1.

While Mandel did participate in a published Q&A with ANA Group Executive Vice President Bill Duggan in March 2020, at the start of the COVID lockdown, he has not appeared on an ANA stage since the original 2016 event.

In terms of the just-released updated member survey, the ANA asked what was increasing their concerns and the No. 1 response was principal media-buying.

Other just-released findings:

56% have updated their media agency contract within the past year; 89% within the past two years

However, updates have not consistently addressed the most critical issues:

Only 54% have updated their contract to specifically address rebates (18% say no; 28% don't know)

Only 61% have updated their contract to address principal media (16% say no; 23% don't know)

advertising, ana, media, media buying, media planning, yahoo finance

3 comments about "10 Years Later, ANA Finds Transparency Concerns Remain Acute".

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Ed Papazian from Media Dynamics Inc, May 28, 2026 at 12:50 p.m.
Joe, I think that Jon did a very brave thing ten years ago and I applaud him for it. However, unless I'm mistaken, Jon exposed bad practises of this nature only as they applied to national TV buys. It's my understanding that in this area, at least, advertisers have for the most part, taken most of the right steps. What is happening in other areas is another matter--but it's difficult to tell from the generalized findings reported.Just out of curiosity, I wonder if the survey explored the various media types--digital and traditional--and obtained a reading for each, individually?
Reply

Jon Mandel from Dogsled Enterprises Inc replied, May 28, 2026 at 2:40 p.m.

Actually, Ed, some of the examples that were in that original presentation a decade ago included out of home because we had some contracts from that, social media and other online media because a lot of folks gave us quotes and shared paperwork there. Basically it covered all media as we had examples from each medium. And the work that K2 did blew out the stuff that I shared to a far greater degree and across everything. The work the ANA had done previous to my presentation, that presentation, and the K2 report showed it was pervasive across all media.

Ed Papazian from Media Dynamics Inc, May 28, 2026 at 3:48 p.m.

Thanks, Jon. What I recalled mostly was the national TV aspect as this seemed to raise the largest concerns. That's what I referred to in my respnsse--that advertisers are being more careful re national TV and not as much the other media venues. Any thoughts on that?