Programmatic trading is entering a new era.

Marketers are increasingly taking media buying in-house as changes in privacy laws, growing suspicions about just how much spend goes toward working media and Big Tech’s dominance puts pressure on the legacy business models of network media agencies.

In response, some of these players are starting to alter how they repackage ad tech and then offer it to advertisers in a bid to better improve their proposition, with an emphasis on providing enhanced access to premium ad inventory. And perhaps more importantly, providing enhanced cost savings.

Read the full Adweek article here.