Marketers in the region remain more likely than their counterparts around the world to cede control of programmatic buying to agencies, and also lag in demanding more transparency from their partners.
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.
GLOBAL - Although 84 per cent of advertisers regard agency trading desks as a threat to transparency, 91 per cent of agencies think otherwise. This clear disconnect came to light in a survey conducted by the World Federation of Advertisers (WFA) and the Festival of Media.
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