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Will The 'In-House' Trend Last?

Joanna O’Connell, director of research at AdExchanger Research, this week penned an article in response to Martin Sorrell’s recent comments that he believes the trend of brands taking programmatic tech in-house and foregoing the use of agency trading desks is a “temporary phenomenon.”

O’Connell writes: “It's a fascinating question: whether or not marketers will ‘cave’ and return to agencies (because that’s basically what [Sorrell is] implying). He might be right. He might not. He’s certainly right that client-driven margin pressure has been hard on the agencies* – it’s no surprise the holding companies doubled down on the higher margin business that is the trading desks; they are seeking financial success, as any good business does.”

Read the whole story at AdExchanger »

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