With heightened concerns about brand safety and transparency, more marketers are taking control of their programmatic advertising activities according to a new survey from the Association of National Advertisers that was released today.
The survey also found that 78% of those polled are concerned about brand safety issues in programmatic media buying.
Display formats remain dominant for programmatic advertising, per the survey, with 85% of respondents indicating their companies focus their programmatic buying on desktop display ads, followed by mobile display, desktop video and mobile vide
Advertising agencies are under threat as more marketers take programmatic media buying in-house.
More than 35% of companies that responded to a new ANA survey said they had expanded their in-house programmatic media-buying capabilities and limited the role of outside agencies, up from 14% in 2016.
The report is in line with current trends, with a growing roster of brands including Sprint, Allstate, StubHub, Unilever, and Netflix taking some digital and programmatic ad buying in-house in recent year
Altice USA, Charter Communications, and Comcast reached a preliminary agreement last week to form a new Interconnect in the New York market.
Altice Media Solutions president and current head of the New York Interconnect Ed Renicker will serve as CEO of the new Interconnect.
Through the Interconnect, advertisers will have access to households served by Altice USA, Charter, and Comcast, along with other MVPDs serving the New York DMA. It will also manage all DMA-wide non-local advertising sales on both News 12 Networks and Spectrum News NY1, two of the top hyperlocal news stations in the New York tri-state are