The State of Programmatic Media Buying

Tue, 06 Mar 2018 00:00:00 -0500
Event Recaps

The ANA released new research on how the overall ANA member community is conducting programmatic media buying. The survey revealed that a great majority (85 percent) of marketers who are members of the ANA are currently conducting programmatic initiatives, either in-house or with an agency, and that more than a third of respondents (35 percent) have reduced the role of external agency(ies) as a result of the expansion of their in-house programmatic media buying capabilities. In this session, we took a deeper dive into the survey results.