• Marketers are increasingly taking greater control of their advertising, especially in digital media, raising questions about the future role of media ad agencies.
  • More than a third of respondents in a new ANA study said they’ve expanded their in-house programmatic media buying capabilities and reduced the role of external agencies that previously performed the same function, an increase from 14% in 2016.
  • Specifically advertisers are moving sensitive responsibilities in-house and more closely scrutinizing their media investment costs and decisions, Liodice said.

    Source: http://www.insideradio.com/free/marketers-taking-more-control-of-advertising-from-agencies/article_aecd214c-f113-11e7-8fa7-3b9c430a944e.html