Marketing services companies have become increasingly concerned about the demands by advertisers to prolong payment terms, spurring the ANA to conduct its most recent survey of client-side marketers, according to its report. Publicly traded companies that are under greater pressure to boost their cash flow are looking for ways to squeeze it from their operations, including their relationships with vendors.
That dynamic can have negative consequences, such as strained relationships with vendors, a reduction in flexibility, higher prices and loss of discounts.
