90% of advertisers looking to change how they buy programmatic ads
Marketing week | January 30, 2017
The programmatic relationship between agencies and advertisers is evolving as advertisers review and reset contracts and look to alternatives to agency trading desks (ATD’s). A report by the World Federation of Advertisers (WFA) found that while 40% of the worlds biggest brands use ATDs for programmatic ad buying, 90% are reviewing and resetting contracts and business models to improve control and transparency.