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Agency Trading Desk Decentralization: Coming Soon?

With programmatic commanding an increasing share of marketing budgets, trading desk knowledge will expand throughout organizations, AdExchanger reports. At the publication's Industry Preview conference on Wednesday, Accuen CEO Megan Pagliuca said she expects the company's trading desk to decentralize when programmatic reaches 70% to 80% of media budgets, which is projected to happen in the next five years. During another discussion at the conference, Mac Delaney, formerly of Merkle and VivaKi, said Publicis' decentralization of VivaKi's trading desk was a mistake. He called it "90% political." In the wake of that decision, VivaKi experienced a talent drain; the decentralization came too early, and the agency was ill-equipped to handle it.

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