Adweek
5 months agoMomentum Grows Around Brands Owning Ad-Tech Contracts Amid Supply Chain Murkiness
Brands are increasingly seeking to own direct contracts with their ad-tech partners to gain more control of campaign data and oversight of the programmatic supply chain.
According to a recent survey, over 70% of brand marketers plan to own direct contracts with DSPs and ad verification providers in the next year.
Ownership of direct contracts allows brands to avoid mark-ups and bid shading, and gain access to data and programmatic buying capabilities. [ more ]