Industry’s ‘complacency’ left it unprepared for ACCC Digital Platforms Report: AMAA research

According to new research from the Audited Media Association of Australia (AMAA), 43% of the media, marketing and advertising industry had never even heard of the Australian Competition and Consumer Commission’s (ACCC) preliminary Digital Platforms Report, released in December 2018 ahead of last week’s final report.

The media auditing and compliance body’s survey of 498 industry executives also showed that 70% had little to no awareness of the preliminary report, despite the impact the final report could have on the industry, including a recommended inquiry into the pricing models of “opaque” media agencies. Of the 498 executives surveyed, 193 worked in media agencies, and 42% were top executives at a C-suite, general manager or managing director level.

38% were middle management, and 19% junior. A majority of the respondents were media agency execs (193) and marketers (178), with the rest of the group made up of media owners and ad tech providers.