Agencies Say Programmatic Has Been Re-Integrated With Conventional Media-Buying Groups
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 percent of 104 executives responding to the survey characterized their current programmatic media-buying as still operating "independently," while 17 percent say it is now completed "converged."
Most media-buying organizations fall somewhere in-between, working either as formal (30 percent) or informal (28 percent) partnerships.
To facilitate convergence, most respondents (81 percent) cited technological or (80 percent) personnel changes, vs. establishing new processes (72 percent) or changing their business culture (62 percent).
Source
"Agencies Say Programmatic Has Been Re-Integrated With Conventional Media-Buying Groups." MediaPost, 6/27/18.