Marketers across the globe are adapting their relationships with agency trading desks to gain greater transparency into programmatic buys, according to the World Federation of Advertisers (WFA).

Ninety percent of members belonging to the European trade body are reviewing their contracts with agency trading desks to gain more control and transparency, the organization said in a report released Monday. The WFA, which represents Procter & Gamble, Unilever and other advertisers, surveyed executives in global media positions at 59 member companies across 18 verticals about their evolving relationships with trading desks.

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