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Brands Forgoing Agencies On Programmatic Buys

Advertising Age has reported that the majority of CMOs are looking to buy programmatic ads directly and forego the use of an agency, per a CMO Club poll.

"According to the poll, 46.2% of brands plan to evaluate establishing a direct relationship with a DSP. Only 30.8% said they are managing the relationship via an agency partner, without giving an indication that might change," Advertising Age wrote. "A total of 130 CMOs in total responded to the poll, which was conducted during the week of October 26, 2013."

Read the whole story at Advertising Age »

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