... the world's top two hundred advertisers have shifted media-buying away from their ad agencies and brought it in-house thanks to their new-found ability to buy media programmatically.
According to Wieser, his analysis is based on a "recent check with industry contacts". He also notes that "fifteen of the top two hundred advertisers have taken media-buying away from their ad agencies and brought it in-house because of their ability to buy it programmatically".
He also explained that in-house media buying exists along a continuum, with a range of responsibilities divided between marketer and agency.
Read the original unabridged Mediapost.com article.
[Estimated timeframe:Q1 2017]
MTT log date:
Mar 07, 2017
All data sources are attributed with links to the original insight. The insight
is then summarised and, where appropriate, enhanced with additional information.