Around the Net

Advertisers Need Help With Programmatic

Research by RBC Capital Markets, finds that more than a quarter of programmatic decisions are made by agencies for their advertisers--up from 20% since September, 2015. Mark Mahaney, the company's managing director, reported the findings at AdExchanger'sPROGRAMMATIC I.O conference last week. "The biggest issue is that, in general, the agency needs are not aligned with what the advertiser wants,” commented Randy Cohen, president and COO of Advertiser Perceptions.

One challenge for agencies is that marketing-tech investments are controlled by marketers, perhaps aided by service providers and consultants like PwC and Deloitte Digital, according to Randy Wootton, CEO of Rocket Fuel.   “Who will [marketers] trust to make those tech recommendations – an agency they’ve turned to for strategy and creative, or an SI consultancy who can teach them [about technology]?” Wootton asked conference-goers.

Read the whole story at AdExchanger »

Next story loading loading..