Biddable media is moving in-house and the agency is dead... or is it?
Consulting giant moves further onto ad-industry turf, but draws the line at buying media.
SINGAPORE - Expanding on a pilot programme, Unilever has launched its proprietary programmatic trading desk, 'Ultra' (for Unilever trading desk), in Singapore in partnership with Mindshare.
Firms are moving digital buying teams in-house, citing cost savings, data control and a lack of transparency from agencies.
While debates on trading desk transparency grow more heated, media buyers are refusing to buckle to client pressure.
ASIA-PACIFIC - Publishers and clients are still testing the waters with programmatic buying by creating private exchanges and trialling the method with clients on a small scale, according to a SOPA panel discussion on digital publishing this morning.
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