Those talents, she said, “get siloed within the trading desk.”
Although marketers have begun to balk at the status quo, Pagliuca noted that the trend toward in-house programmatic is, in most cases, nothing more than marketers taking their media spend from agencies and turning it over to large DSPs.
“While I applaud marketers for pushing back … moving their services layer to buying platforms is not necessarily in their best interest, either,” she said. “Marketers should either build a true in-house capability or leverage a service provider that gives them the transparency and accountability that they require – either way, marketers should demand cost transparency and clarity in their data usage.”
Agency trading desks have been under fire recently as marketers voice their concerns around trust and transparency related to reported rebates. According to Morgan Stanley, there’s around $26 billion of media up for grabs as more than 20 of the world’s largest brands engage in an orgy of media reviews.
Accuen is one of two technology-driven business units under the Omnicom umbrella. The other is Annalect, Omnicom’s analytics arm, which provides a combination of analytics and consulting services.
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