More Marketers Take Automated Ad Buying In-House

For years major marketers have employed agencies to purchase ad space on their behalf.

Now, thanks to the rise of automated ad-buying systems, that is beginning to change. Marketers are increasingly opting for “programmatic” technology to buy digital advertising themselves, as opposed to paying third-parties to do so, reports WSJ’s CMO Today.

That way they don’t have to pay agency fees and they don’t have to share their data and whatever they learn from their campaigns with other companies.

Ad tech firm Casale Media says it has seen a significant shift in this direction over the past 18 months. During the fourth quarter of 2012, just 3% of the companies using its buying systems were marketers themselves. By the fourth quarter of 2013 that portion had more than tripled, reaching 11% of buyers.