- Campaign, Tuesday, September 9, 2014 6:26 AM
More than 70 percent of advertisers prefer the traditional way of ad trading because they are unhappy with a lack of transparency, according to a study by the World Federation of Advertisers (WFA).
Advertisers are concerned by a lack of pricing information, masked inventory sources and murky trading platform bidder strategies offered by agency trading desks. The study also found more than half
of advertisers are unhappy with the way their data is stored, captured and utilised on a programmatic platform.
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