IPG Reorganizes Trading Desk Operations as Company Tries Automation

Change comes as clients across industry start to question model

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Is it time to blow up the agency trading desk model? Maybe not. But changes are afoot as the industry grapples with the long-term prospects of owning and maintaining separate stand-alone businesses designed to deliver audience-based buying.

Following a recent leadership shake-up within its Mediabrands unit, Interpublic executives were said to be mulling over the future of Cadreon, the company's trading desk business. The discussions focused on whether the agency holding company should decentralize its trading desk practices as programmatic ad buying grows in importance, or continue to house them in a stand-alone entity with its own profit and loss structure.

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