Ad Agencies are Breaking Down Programmatic Silos
“Now that more than 80% of digital display ads are being bought programmatically, it makes less sense for ad agencies to keep their direct sales and programmatic teams isolated from each other. In a May 2018 survey of 104 US digital media buyers conducted by Centro and Forrester Consulting, three-fourths of respondents indicated that they are beginning to unify their direct and programmatic teams. However, just 17% said that their direct and programmatic teams have fully converged.”
Read more in eMarketer.