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MediaPost RTBlog: Media-Buying Continues To Migrate In-House Thanks To Programmatic, ‘Control’ Is No. 1 Reason

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Media-buying will continue to migrate “in-house,” thanks to programmatic ad technology, and the No. 1 reason is “control,” according to results of a survey of advertisers and ad agency executives being released this week by digital media-buying technology firm Centro.

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Digiday: ‘We’re walking the walk’: Advertisers Put Transparency On The Top of Their 2018 To-Do Lists

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Advertisers, impatient with the rest of the supply chain’s slow attempts to become more transparent, are taking matters into their own hands.

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MediaPost LondonBlog: Programmatic Transparency To Remain The Top Issue In 2018

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Programmatic has an obvious benefit. It allows brands to automate the process of data-driven campaigns that reach the right audience at scale. It has an obvious drawback too, however — transparency.
Research from new agency Truth claims that four in five — or 79% — of marketers are concerned about transparency, with just one in seven — or 14% — claiming to have no such concerns.

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Digiday: Independent Agencies Poised To Win Larger Advertisers Amid Media Transparency Fallout

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When Capital One hired independent agency The7stars earlier this month, the advertiser’s brand director Katy Lomax hailed the agency’s “transparent approach” to media buying. Less than a week later, food-delivery company Deliveroo echoed that sentiment, calling the agency “compelling.” Both advertisers’ decisions to opt for The7stars rather than big holding groups illustrate that a network agency’s loss is now an independent shop’s gain.

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MediaPost MEDIApsssst: ANA: Transparency and Brand Safety Concerns Drive Expansion Of In-House Programmatic Activity

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With heightened concerns about brand safety and transparency, more marketers are taking control of their programmatic advertising activities, according to a new survey from the Association of National Advertisers released today.

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Digiday: ‘Data arbitrage is as big a problem as media arbitrage’: Confessions of a Media Exec

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Arbitrage within programmatic trading has been under scrutiny for years, but other areas of digital trading are equally shady yet have dodged the spotlight: data arbitrage and murky attribution-modeling practices.

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MarketingDive: P&G’s Marc Pritchard on Where Digital Marketing is Headed Now That There’s More Transparency

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In an exclusive interview, the chief brand officer envisions a not-too-distant future where one-to-one marketing and brands using their voice for good are commonplace.

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Ad Age: Deutsche Telekom Pulls Back Curtain On ‘Radical’ New Media Approach

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The company has broken up its media processes into five “Lots”: media strategy and steering; media analytics services; campaign planning and buying services; programmatic buying operation services; and search advertising and affiliate marketing services.

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MediaPost Agency Daily: Telecom Giant Upends The Media Marketing Process, Taking A Big Piece Of Work In-House

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It’s no secret that the ANA report on media transparency last year has led a lot of marketers to rethink their media strategies.

Read More MediaPost Agency Daily: Telecom Giant Upends The Media Marketing Process, Taking A Big Piece Of Work In-House