Agencies Say Programmatic Has Been Re-Integrated With Conventional Media-Buying Groups

June 27, 2018

By Joe Mandese

A decade after agencies established independent "trading desks" and/or separate programmatic media-buying teams, most agencies have integrated their programmatic and direct media-buying teams -- either explicitly or implicitly — according to media-buying strategists at U.S. agencies surveyed last month by Forrester Research for media-buying technology platform Centro.

Only 25% of 104 executives responding to the survey characterized their current programmatic media-buying as still operating "independently," while 17% say it is now completed "converged."

Most media-buying organizations fall somewhere in-between, working either as formal (30%) or informal (28%) partnerships.

To facilitate convergence, most respondents (81%) cited technological or (80%) personnel changes, vs. establishing new processes (72%) or changing their business culture (62%).

Source

"Agencies Say Programmatic Has Been Re-Integrated With Conventional Media-Buying Groups." MediaPost, 6/27/18.

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