---
title: PwC will lead the ANA’s programmatic transparency study
description: The Trustworthy Accountability Group (TAG) is a not-for-profit industry self-regulatory programme, established to tackle criminal activity in digital advertising.
---

[TAG in the News ](https://www.tagtoday.net/news)

# [PwC will lead the ANA’s programmatic transparency study](https://www.tagtoday.net/news/anadigiday16122021)

 Written by [admin](https://www.tagtoday.net/news/author/admin) | December 17, 2021

**Digiday **article  
December 16, 2021  
By: Ronan Shields

The Association of National Advertisers has named PricewaterhouseCoopers as the lead agency of its planned investigation into how marketers’ media budgets are distributed among the ad tech supply chain, a sector of the industry that is “hobbled by mind-numbing complexity.”

PwC won the contract after an RFP kicked off a competitive pitch that kicked off earlier this year and ultimately attracted more than 20 parties to the process. The consultancy remains on course to publish its findings in October. Investigative firm Kroll and TAG, an information sharing and analysis organization co-created by the 4A’s, ANA, and IAB will also be involved in the study.

[Read more..](https://digiday.com/marketing/pwc-will-lead-the-anas-programmatic-transparency-study/)

[View full post](https://www.tagtoday.net/news/anadigiday16122021)

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