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.
