January 25, 2023
Few Ad Execs Believe 'Sequential Liability' Is The Standard, Agencies Increasingly Treated As Principals
- by Joe Mandese @mp_joemandese, July 26, 2021
Only 14% of ad executives believe the industry's standard for handling media payment risk -- so-called "sequential liability" -- is the way to handle responsibility for media when a client defaults or declares bankruptcy.
That's the finding of a survey of 300 ad executives fielded by Advertiser Perceptions for MediaPost …
