Skip to main contentAdAgeAnswersBetaYour Shortcut to Smarter InsightsLearn MoreMediaMedia agency concerns persist, and are more complex for advertisers, 10 years after transparency investigationThe media supply chain has grown increasingly complex in the decade since the ANA’s K2 report. (Getty Images) ByEwan LarkinJune 01, 2026 05:00 AM EDTFeatured StoriesMediaMedia agency concerns persist, and are more complex for advertisers, 10 years after transparency investigationANA survey reveals significant concerns remain on media transparency, which has only grown more complex.ByEwan LarkinInfluencers & CreatorsMeet 13 B2B creators brands are betting on in 2026GFByGillian FollettCMO Survival GuideHow CMOs can become CEOs—advice for those seeking the top C-suite job APByAdrianne PasquarelliTop 5The top 5 creative campaigns to know about right nowTNByTim Nudd
Media agency concerns persist, and are more complex for advertisers, 10 years after transparency investigation
ANA survey reveals significant concerns remain on media transparency, which has only grown more complex.
TL;DRAI
Ten years after the ANA's K2 report exposed media agency kickbacks, a new ANA survey finds transparency concerns not only persist but have intensified as the media supply chain added programmatic layers, retail media, and AI-driven buying. For marketing and tech leaders, this signals that any adtech or media investment must now include contractual audit rights and supply-path-optimization clauses — without them, measurable budget waste remains structural, not incidental.
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