In December 2021 The Association of National Advertisers confirmed PricewaterhouseCoopers as lead partner for a landmark study geared toward bringing further transparency into the programmatic media-buying landscape.
Although, 18 months later, the pairing has run its course after the ANA ended the relationship over dissatisfaction with PwC’s performance; ANA has already secured alternative partners, sources told Digiday.
There are still wranglings over the duo’s initially agreed-upon contractual terms with disagreements centered on issues such as accreditation, according to sources.
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