Struggling To Adapt

- Emily Tan

Advertisers believe agencies have failed to adapt to program-matic and that there should be a radical overhaul of the agency model.

A study by programmatic agency Infectious Media surveyed more than 200 decision-making marketers with programmatic remits in EMEA, Asia-Pacific and/ or North America.

It found that 71 per cent of advertisers believe media agencies have struggled to adapt to programmatic.

Nearly three-quarters (74 per cent) said agencies don’t fully report financial data, and just one percentage point less claimed agencies do not accurately measure programmatic.

Part of the issue is the complexity of the supply chain, with 66 per cent of advertisers finding that they lack control over their relationship with publishers.

Just over half of those interviewed (53 per cent) believe this is the result of agencies being untrustworthy.

Nevertheless, advertisers do not want to do it all. Nearly all (96 per cent) said agencies should manage multiple aspects of programmatic advertising.

However, 86 per cent also said they would manage some aspects of programmatic in-house in the future too, suggesting a hybrid relationship is set to become the norm.