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.