The advertising industry admits it has a major transparency problem and it's about to find out just how big an issue it
The Association of National Advertisers (ANA), the US advertising trade body, has put out a call for a research agency to conduct an industry-wide media transparency study. In its RFP (request for proposal),
The purchase of ad space is not a perfect science. A TV commercial could air, but the viewer could be in the kitchen; a magazine reader might flip past the page; a pedestrian might not look up at a billboard.