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Overheard: Revisiting the K2 Report on media agency practices like rebates and principal media

The good news: more marketers have updated their media agency contracts; the bad news: not as many have updated the principal media verbiage and remain vulnerable to its use unwittingly.

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Overheard: Revisiting the K2 Report on media agency practices like rebates and principal media

ANA revisits K2 Report: 60% of marketers updated media contracts, yet transparency on rebates and principal media remains weak. Agencies depend on opaque revenue; absent governance and rare audits leave marketing budgets vulnerable to hidden costs and performance distortion.

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One step forward, two steps back: Media transparency 10 years after the ANA’s K2 report

New survey data, the WPP whistleblower case and the rise of agentic AI reveal an industry that still hasn’t gotten its house in order.

Overheard: Revisiting the K2 Report on media agency practices like rebates and principal media

One step forward, two steps back: Media transparency 10 years after the ANA’s K2 report

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One step forward, two steps back: Media transparency 10 years after the ANA’s K2 report

Overheard: Revisiting the K2 Report on media agency practices like rebates and principal media