The changing role of media agencies in the advertising food chain

The World Federation of Advertisers (WFA) kicked up a storm in ad land last month, with new research suggesting that brands are clawing back control over their digital ad campaigns by bringing programmatic in-house.

According to a survey of marketers working at 35 multinationals, 65% of brands have improved their in-house marketing capabilities over the last year.

A fifth have employed an in-house programmatic specialist, while...

By Ilona Lubojemska, 06 November 2017, 0 comments. Categories: Advertising, Programmatic.