By Matt Nally

There’s been plenty of commentary on the shift toward in-house programmatic, detailing the hows and whys of the phenomenon. However, one aspect that’s been omitted from the discussion is the real catalyst driving this change – knowledge. A combination of the pursuit of knowledge along with the acquisition of said knowledge has provoked advertisers to take their media operations in-house and out of agency.

Weaning off the teat of Agencies

For a long time, agencies stood as the privileged minority within the ad-tech industry because of their inherent knowledge. This can be likened to the reign of the Holy Roman Empire Read full story ›

Source: The Drum