The programmatic world is relatively new and, like in other spheres, the newness imposes relationship adjustments for both advertisers and the agencies they engage. A survey of more than 200 programmatic marketers from across the world reveals the breadth of the required adjustment.
Stark reality: A majority of advertisers do not trust their agencies.
Martin Kelly, CEO and co-founder, Infectious Media, the author of the study prescribes the following, “Advertisers could – and should – begin demanding a better deal, which means revisiting contracts and inserting audit clauses, or switching to partners that grant full data access. For agencies, there’s an urgent need to proactively address advertisers’ concerns by offering full transparency and working with partners that can effectively prove the value of programmatic.”