It is now becoming widely accepted that programmatic buying is the future of digital advertising and brand advertisers are quickly realising that spend in this area is money well spent. According to Magna Global, the worldwide programmatic ad spend will leap to $32.6 billion by 2017. It’s no wonder then that advertisers are looking to make sure that they’re getting the biggest bang for their buck and are exploring the option of dealing directly with ad tech companies.
As someone who recently moved from "client side" at Sky, I can tell you that when an ad tech company offers client direct services it’s not about bypassing the agency and shouldn’t be viewed as a threat to the relationships agencies have with their clients or as a threat to the industry as a whole. Read entire article here>