People, not machines, remain the key to understanding the changing market.
Since the landmark report into media transparency, the concerns of marketers have evolved, but work remains.
And three-quarters believe agencies do not accurately measure programmatic.
The era of media agency domination is over. It's finished. The model that sustained media agencies and fuelled the profits of the big six holding companies over the past decade is broken.
Advertisers shouldn't judge programmatic on performance. They should judge how effectively they are working with their agencies by their programmatic performance.
Developing a better means of remuneration was top of mind for agency network heads.
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