{"id":137568,"date":"2025-03-16T14:36:06","date_gmt":"2025-03-16T14:36:06","guid":{"rendered":"https:\/\/peraltafinancing.com\/advertising\/ipa-and-isba-fall-out-over-inventory-media\/"},"modified":"2025-03-16T14:36:06","modified_gmt":"2025-03-16T14:36:06","slug":"ipa-and-isba-fall-out-over-inventory-media","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=137568","title":{"rendered":"IPA and ISBA fall out over \u201cinventory media\u201d"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div id=\"the-post\">\n<p><!-- .entry-header-outer \/--><\/p>\n<div class=\"entry-content entry clearfix\">\n<p>For aficionados of such things, a highly promising row is brewing between UK agencies and advertisers over so-called \u201cinventory media\u201d \u2013 media agencies buying media on their own account and flogging it on to clients (media broking in other words.)<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-large wp-image-1826204\" src=\"https:\/\/www.moreaboutadvertising.com\/wp-content\/uploads\/2025\/03\/john-schnobrich-FlPc9_VocJ4-unsplash-scaled-1-1024x683.jpg\" alt=\"\" width=\"1024\" height=\"683\" srcset=\"https:\/\/www.moreaboutadvertising.com\/wp-content\/uploads\/2025\/03\/john-schnobrich-FlPc9_VocJ4-unsplash-scaled-1-scaled.jpg 1024w, https:\/\/www.moreaboutadvertising.com\/wp-content\/uploads\/2025\/03\/john-schnobrich-FlPc9_VocJ4-unsplash-scaled-1-300x200.jpg 300w, https:\/\/www.moreaboutadvertising.com\/wp-content\/uploads\/2025\/03\/john-schnobrich-FlPc9_VocJ4-unsplash-scaled-1-768x512.jpg 768w, https:\/\/www.moreaboutadvertising.com\/wp-content\/uploads\/2025\/03\/john-schnobrich-FlPc9_VocJ4-unsplash-scaled-1-1536x1024.jpg 1536w, https:\/\/www.moreaboutadvertising.com\/wp-content\/uploads\/2025\/03\/john-schnobrich-FlPc9_VocJ4-unsplash-scaled-1-2048x1366.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\"\/><em>MediaSense<\/em><\/p>\n<p>All the big ad holding companies are upping their efforts here, in part because they\u2019ve allowed advertisers to drive down media fees to such an extent that they\u2019ve decided they need to make money elsewhere.<\/p>\n<p>Advertiser trade association ISBA\u2019s director of agency services Nick Louisson described the development as \u201csystemic malpractice around inventory media\u201d in its just-published Media Framework 2025.<\/p>\n<p>Agency trade body the IPA (which is usually highly polite to advertisers, whatever it really thinks) has come out fighting with director of legal and public affairs Richard Lindsay (no less) accusing Louisson of \u201cperpetuating the myth\u201d that agencies\u2019 use of inventory media is not in the interests of their clients and suggesting \u201call media agencies are duplicitous.\u201d<\/p>\n<p>The IPA is something of a hydra these days, comprised of creative and media agencies who often pull in different directions: creative agencies extolling the virtues of brand building, media agencies of performance marketing as they ride the digital wave. Most creative agencies (although not their holding company masters who own media agencies too) would, one suspects, regarded inventory media as daylight hucksterism.<\/p>\n<p>Be interesting to see how IPA director general Paul Bainsfair rides this one out. Maybe they\u2019ll kiss and make up\u2026hopefully not.<\/p>\n<\/p><\/div>\n<p><!-- .entry-content \/--><\/p>\n<p>\t\t<!-- .share-buttons \/--><\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>For aficionados of such things, a highly promising row is brewing between UK agencies and advertisers over so-called \u201cinventory media\u201d \u2013 media agencies buying media on their own account and flogging it on to clients (media broking in other words.) MediaSense All the big ad holding companies are upping their efforts here, in part because [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":137569,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12023],"tags":[6235,18961,15646,58860,10999],"dealstore":[],"offerexpiration":[],"class_list":["post-137568","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","tag-fall","tag-inventory","tag-ipa","tag-isba","tag-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>IPA and ISBA fall out over \u201cinventory media\u201d - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=137568\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"IPA and ISBA fall out over \u201cinventory media\u201d - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"For aficionados of such things, a highly promising row is brewing between UK agencies and advertisers over so-called \u201cinventory media\u201d \u2013 media agencies buying media on their own account and flogging it on to clients (media broking in other words.) 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