After WPP reckoning: The case for and against principal media

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It has been more than 10 years since the Association of National Advertisers published its bombshell principal media and transparency study. As of late, however, the topic has once again become the industry’s current zeitgeist.

Look no further than the recent WPP whistleblower filings that’s dominated headlines. In the filings, a former WPP exec critiqued GroupM’s trading practices, including its rebate-driven deals.

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