On this week's #MediaSnack we are celebrating our (lucky) 7th birthday as ID Comms, yes we launched on April Fools Day in 2009. Just like Apple Inc did in 1976.... On the show today we first consider the K2 Intelligence assessment that is ongoing in the US as part of the ANA's look into potential media rebate practice in US. Tom shares his experience of being (pleasantly) interrogated by the K2 team in New York as ID Comms supported their process of data collection and analysis. Also we reference Tom's article on the subject in this week's Campaign magazine. See link below. Next, continuing the theme of trust and transparency we review the headline results of the recent ID Comms 2016 Media Transparency survey, the report from which will be published next week. If you'd like a copy please get in touch, @idcomms Following this survey report ID Comms is hosting an exclusive invitation only panel discussion on 15th April in London to build on these insights. Tom and David reveal who will be sitting on the stellar panel, including Bob Wootton from ISBA and Iain Jacob the CEO for the new Publicis Media operation across EMEA. Finally we review the recent product updates announced this week for #Snapchat and consider how they might be getting it right to rapidly build out their user based and attract valuable media dollars away from Facebook. You can find and follow Tom on snapchat at denfordtom. Next week we will be doing a special birthday Q&A - David and Tom will answer questions about the industry, the ID Comms business and what they see trends in media for the future. Please leave questions in comments below or tweet @idcomms - many thanks for the great questions so far.