Videology’s chief executive Scott Ferber has said that agencies have an opportunity to add value to client spend to help them grow their buying power within the programmatic space.
Speaking to The Drum, Ferber discussed the reasons why brands were beginning to bring their programmatic buying in-house in order to better understand their data and consumer value.
“A lot of brands have a different view of the trading desk of the agency and how agencies are operating,” he explained.
“That’s another stress on brands taking their buying in-house, they love the idea that they can have total control and transparency and there is no-one in between them and that transparency.”
He added that agencies could offer “a tremendous amount of experience” and bring together multiple clients as a result of their work, in order to generate more meaningful insight than singular brands could themselves.
Ferber also referenced his experience of working at Procter & Gamble when discussing how agencies were able to procure media effectively to meet different brand needs.
Videology recently released research alongside Forrester into cross screen media buying, which revealed there remain measurement and managerial challenges ahead.