To digital advertisers, programmatic has transformed from the holy grail to an effective tool to regain control over ad budgets.
Historically, advertisers’ media buying activities were handled by advertising agencies. An ad agency took a fee from the advertiser, negotiated the fixed CPM price, and bought cheaper traffic, taking the difference in CPM and putting it into their pockets. Programmatic advertising has revealed the downsides of this cooperation: lack of transparency, low-quality traffic, and fraud.
More and more, advertisers are bringing programmatic media buying in-house: nearly 47% of advertisers have already started advertising programmatically without relying on third-party ad agencies.