As the popularity of programmatic ad buying has skyrocketed in the past several years, brands increasingly demand to know the true value of advertisements. More brands are opting into an "unbundled"
approach where agencies provides itemized costs instead of bundled costs where the services, ad buys and tech costs are bundled together, reports The Wall Street Journal. Several
agencies -- Omnicom, WPP, and Dentsu Aegis -- are fulfilling this wish for brand clients wanting to see the details on separate line.
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