Study reveals low trust in media agencies

Almost a third of advertisers rate trust levels with media agencies as low or very low in the wake of the rebate scandal that broke in the US last year.

A survey from ID Comms found that 31 per cent of clients described trust between media agencies and advertisers as low or very low, while only 10 per cent rated it as high or very high.

Agencies were more optimistic, with 19 per cent of those surveyed rating trust between themselves and clients as high or very high. Twenty per cent said it was low or very low.

“The lack of transparency into holding company operations and

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whether agencies are acting as true agents is at the heart of why I see trust in decline,” one marketer said. “In addition, programmatic buying and the inherent arbitrage and inability to ‘follow the money’ create distrust.”