By Attila Jakab

With the trend for in-housing programmatic hitting client agendas, it is clear that a shift is taking place in the relationship between advertisers and agencies.

At its root is an erosion of trust. Prompted by concerns in transparency and brand safety, advertisers are increasingly looking to seize control over programmatic spend.

As a result, legacy agencies are facing a major challenge to transform the structures that underpin their existing approach.

The changing relationship

Evidence of the nature of this change can be found in Infectious Media’s own research, which questioned 200 decision-making marketers with programmatic remits in EMEA, APAC and NOAM. The Read full story ›

Source: The Drum