Programmatic buying has already done a lot for the industry. It is helping us to use technology to make sense of, optimize and analyze data at a more efficient rate than ever before. With all the opportunities that programmatic buying is offering to advertisers, it is no wonder that everyone wants a piece of the pie – including agency trading desks.
The problem with this situation is that a lot of agency trading desks out there are set up as ‘independent’ companies within agencies. In reality, their business only comes from their sister media agency. Therefore, according to a CMO Club Poll conducted in October, some 46.2 percent of brands are preparing to consider a direct relationship with a demand-side platform. A technology company like Rocket Fuel is always going to be able to offer a superior level of expertise and engineering when it comes to the technology behind programmatic buying. Read entire article here>