Post by account_disabled on Dec 7, 2023 11:02:41 GMT
Background on the Law for the Transparency of Advertising Contracting On June , , the Law for Transparency, Prevention and Combat of Improper Practices in Advertising Contracting , hereinafter, Law for Transparency in Advertising Contracting , LTPCPIMCP or simply “LTP”. The entry into force of the Law was established for September , . The spirit of the Law is to avoid anti-competitive practices in the contracting of advertising. The Law recognizes three players in the advertising processes the media.
The advertiser, which is the company that wants to be advertised, and the agency, which is the person dedicated to the creation, design and execution of campaigns for advertisers. Traditionally, many agencies intermediated the Digital Marketing Service purchase of spaces, that is, they bought the spaces from the media and the media billed them; and then they resold the spaces to the advertiser and invoiced the advertiser. Some agencies increased the cost of advertising space and others did not.
They only transferred it, but intermediated the billing as a service to the advertiser.The Law for the Transparency of Advertising Contracting changes the contracting and billing structure of advertising media, both traditional TV, Radio, press, etc. , physical billboards, billboards, etc. and digital Google, Facebook, etc. . LinkedIn, etc. establishing as a central issue that advertising media must now issue their invoices directly to the advertiser and prohibiting said media from billing.
The advertiser, which is the company that wants to be advertised, and the agency, which is the person dedicated to the creation, design and execution of campaigns for advertisers. Traditionally, many agencies intermediated the Digital Marketing Service purchase of spaces, that is, they bought the spaces from the media and the media billed them; and then they resold the spaces to the advertiser and invoiced the advertiser. Some agencies increased the cost of advertising space and others did not.
They only transferred it, but intermediated the billing as a service to the advertiser.The Law for the Transparency of Advertising Contracting changes the contracting and billing structure of advertising media, both traditional TV, Radio, press, etc. , physical billboards, billboards, etc. and digital Google, Facebook, etc. . LinkedIn, etc. establishing as a central issue that advertising media must now issue their invoices directly to the advertiser and prohibiting said media from billing.