Around the Net
Advertisers Questioning Trading Desk
- Wall Street Journal, Friday, July 25, 2014 12:22 PM
The Wall Street Journal has posted an article explaining why advertisers are questioning how agency trading desks work, specifically when it comes to fees.
“[A]s more advertising dollars pass through these programmatic groups, agency clients are increasingly asking questions about how they work and what, exactly, their money’s being spent on. One crucial question: are agencies using their programmatic units to buy ad inventory and to resell it to clients at an increased price?” the WSJ notes.
Recent research from the ANA (Association of National Advertisers) says trading desk transparency is one of the biggest concerns marketers have in terms of media-buying, the WSJ quotes Bill Duggan, group EVP at the ANA, as saying.
