• by Wayne Friedman , July 12, 2018

Half of all global media agencies use their own advertising technology to make programmatic media buys which helps to maintain better transparency with clients, among other things.

ExchangeWire, a programmatic media researcher, and IPONWEB, an advanced advertising system company, found that 49% of all agencies do programmatic media buying with their own technology.

The study also says that 34% combine their own technology with third-party technology, with 17% going exclusively with third-party offerings.

In-house programmatic media efforts are the highest in North America and EMEA (Europe, the Middle East and Africa) countries -- 56% and 58%, respectively. In APAC (Asia Pacific) countries, the number was 33%.

Agencies in EMEA lead the way, with 58% in the region relying solely on their own technology. This drops to 56% for North American agencies and 33% for those in APAC.

Brian Fitzpatrick, general manager of demand solutions at IPONWEB, stated: “Owned technology also gives agencies the transparency across the ad tech supply chain that is increasingly being demanded by clients. As a result, they are better equipped to tackle issues, such as the tech tax, ad fraud, viewability and brand safety.”

The survey was done with 129 global programmatic media executives between May 4 and June 2, 2018.