Digiday article
December 16, 2021
By: Ronan Shields

The Association of National Advertisers has named PricewaterhouseCoopers as the lead agency of its planned investigation into how marketers’ media budgets are distributed among the ad tech supply chain, a sector of the industry that is “hobbled by mind-numbing complexity.”

PwC won the contract after an RFP kicked off a competitive pitch that kicked off earlier this year and ultimately attracted more than 20 parties to the process. The consultancy remains on course to publish its findings in October. Investigative firm Kroll and TAG, an information sharing and analysis organization co-created by the 4A’s, ANA, and IAB will also be involved in the study.

Read more..