As one of the top U.S. trade associations, the American Association of Advertising Agencies has long worked to raise the standards and ethics of its profession. It was founded to bring order out of advertising's pre-World War I chaos, when ad agencies often kicked back part of their commissions to publishers, or split fees with advertisers. A.A.A.A. also helped to change the agency's original role as a publishers' space broker. Today's ad agency works not for the publishers but for the advertiser, helps him find markets, choose media, check results. By standardizing the agency fee at 15%, A.A.A.A. virtually...
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