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Media Agency MSA Transparency Report 2025 

Together with the World Federation of Advertisers (WFA), Ebiquity conducted a global survey of 83 media, marketing, and procurement leaders to benchmark Master Services Agreement (MSA) transparency across the industry.

Read this new report to unlock insights on how your media agency contracts compare globally – and what you can do to improve transparency, accountability, and value.

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“In a landscape where innovation unlocks greater monetisation opportunities, advertisers who prioritise trust through transparency are uniquely positioned to drive responsible innovation and ensure mutually beneficial partnerships that deliver long-term value.”

Priya T Patel

Director, Ebiquity

“Regular contract reviews enhance transparency and trust between advertisers and agencies. This study provides concrete benchmarks for advertisers to stay aligned with industry best practices and to help drive transparency.”

Dale Garvie

Managing Director, APAC, FirmDecisions

What you’ll discover inside:

  • Audit rights gaps: Nearly half of advertisers can only audit spend through the signing agency,
    missing critical visibility into holding company affiliates and trading desks.
  • Contract compliance: 40% of organisations have not conducted a contract compliance audit in the last 24 months.
  • Principal media controls: Over half of contracts lack clear penalties or enforcement for non-compliance with principal media workflows.
  • Best practice guidance: Practical questions and actions to strengthen your MSAs and Local Service Agreements (LSAs).

Five practical actions we discuss

Review and update contracts regularly
Clarify rebate and incentive terms
Strengthen audit rights and governance
Drive outcomes with responsible innovation
Tighten digital media safeguards

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