The overarching contract between an advertiser and an agency setting the terms that govern every subsequent scope of work: payment terms, liability, intellectual property, data handling, audit rights, and termination. Media-specific terms such as rebate disclosure belong in the MSA.
Related terms
Cite this entry:
Agency Echelon. "Master Services Agreement." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/master-services-agreement/