A study from the World Federation of Advertisers (WFA) — a trade body that represents brands such as P&G, L’Oréal, and Emirates — found that nearly 90% of the advertisers it polled are reviewing their programmatic advertising contracts and demanding more control and transparency.

The WFA interviewed 59 of its members, who represent global ad spend of more than $70 billion. Around 16% of their budgets are spent on programmatic advertising, up from 10% in 2014.

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