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ATTITUDES TO PROGRAMMATIC ADVERTISING
Advertisers continue to demand transparency, greater control, access to quality environments and inventory and are developing in-house strategies to achieve these. According to the research, in-house is now the favored advertiser model with nearly 40% executing their programmatic trading via in-house operations. It also remains the primary model for publishers (50% now have an in-house model) and agencies (62% now have an in-house trading desk). The amount of display, mobile and video inventory that agencies and publishers trade programmatically has continued to increase whilst the level of investment from advertisers has seen weaker growth.
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