Media Buying 2018 - Transparency at a Crossroads

On October 10, 2018 the ANA notified its members that the U.S. Federal Bureau of Investigation (FBI) asked the ANA to inform its members about the investigation and to ask its members to consider cooperating with the FBI investigation if they believed they might have been defrauded by their agencies. Following this annoucement, the ANA published the whitepaper, "Media Buying 2018 — Transparency at a Crossroads." ANA/Reed Smith, 2018.

https://www.ana.net/miccontent/show/id/rr-2018-media-buying-transparency

Editorial - POC community makes good on promises of transparency and accountability

...execs in and around the POC realm are united in their curiosity as to why industrywide auditing and verification standards haven't been formally codified, whether by the Point of Care Communication Council (PoC3) or another organization. 

“Prior to Q4 last year, I don't think [PoC3] was very focused on compliance measures or auditing,” says Paul Theisen, founder of PlaceBridge, a third-party provider of auditing and verification services for the POC space. 

Editorial – Long Live Point of Care!

...the demand for in-office media solutions targeting both patients and physicians far exceeds the supply. Groups such as PoC3 have been established to help police ethical best practices and standards, and companies such as PlaceBridge have been launched to provide independent third-party auditing and verification for the media in-market, which will help bring back client confidence. However, while other well-established companies pride themselves in a reputable alternative solution, there remains a gap in the total inventory available to be able to reach the patient at the point of care.

 

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Editorial – Emerging Trend: Digital Out-of-Home Advertising Audits

The positioning of ad-supported digital out of home has always been in flux. As the industry began its ascent, it was considered an alternative to television advertising. The parallels were certainly there, given the reliance upon audio and video on a screen. Media buyers never got totally comfortable with DOOH versus TV, largely because the television buys were measurable (and confirmable via an advertising audit) if you had faith in Nielsen and Arbitron. DOOH required a certain leap of faith, even if its place-based nature added unquestioned value to advertisers.

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