Agency trading desks may be the default way advertisers run programmatic campaigns but as many as 90% are set to review these deals after growing frustrated by the lack of transparency being offered.
According to a new report from the World Federation of Advertisers, nearly two-thirds of marketers are uncomfortable with the conflicts created by trading through agency trading desks (the principle model used by the majority of advertisers.)
They were found to “broadly reject the idea” that agencies and holding companies should act as principal in the media buy and be able to mark up inventory they have acquired in Read full story ›
Source: The Drum
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