Digital agencies bemoan "perverse" incentive deals

05/12/2013 | Advertising Age (tiered subscription model)

About 60% of advertisers are including performance incentives into their agency-compensation deals, according to a survey of Association of National Advertisers members -- and some digital marketers aren't happy about the trend. Such deals are "perverse," says 360i CEO Bryan Wiener, because they reward paid-media impressions but overlook the fact that digital campaigns typically cost more to make than to distribute.

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