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Close to half of media agencies use their own programmatic buying solutions

Close to half of media agencies use their own programmatic buying solutions

Almost half of media agencies now carry out their own programmatic media buying with in-house tech, according to new research generated by ExchangeWire and IponWeb.

Agents of Change: The Rise of the Programmatic Media Agency, found that 49% of agencies power programmatic media buys using proprietary ad tech. A further 34%, meanwhile, use a mix of custom and third-party software. The remaining 17% rely exclusively on tech provided by third parties alone.

Around the world agencies operating in Europe, the Middle East and Africa led the way with 58% relying solely on their own resources, falling to 56% among their North American counterparts and just 33% in APAC.

The results were obtained from a survey of 129 professionals worldwide and suggested agencies using their own programmatic tech stack benefited in the form of improved performance across measurement metrics.

Of those who did so, 50% rated their performance in campaign measurement as being 'extremely strong' versus just 18% of those who didn't use proprietary solutions.

However, operating an in-house tech system didn't necessarily make for a better understanding of programmatic, with 39% of agencies that exclusively used owned buying technology saying their understanding of the tech was 'extremely strong' - the same percentage as those didn't rely on it.

Earlier this year, 90% of marketers said they would be willing to lay down ‘slightly or ‘significantly’ more investment in programmatic inventory if they could be guaranteed improved measurement and analysis.

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