In the latest edition of ID Comms’ MediaSnack video blog, top US marketing trade body The Association of National Advertisers’ (ANA) chief executive officer Bob Liodice discussed his concerns around media transparency.

Liodice said that agencies and marketers have to look at what they need to do long term and get back to fundamentals.

“This is about marketers needing to take greater ownership of their media, their media contract and their behaviour and actions between clients and agencies,” said Liodice.

“Agencies also need to step back and say that non disclosed non transparent behaviour is no longer going to be acceptable.”

The issue of transparency has grown in prominence over the past few years, culminating in the release of last year’s release of the ANA’s explosive report into rebates from media owners.

Liodice said an overhaul by both parties was essential: “Marketers were a little bit like deer in headlights – the media landscape, particularly on the digital side, changed so dramatically over the last five years that marketers were in a constant state of trying to catch up and unfortunately what never got caught up in the situation was the media contracts.”

Watch the full video here.