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The fact that more big-name clients are handling their programmatic media buying work in-house will not come as a surprise to many in advertising. But the rate at which they’ve done so in recent months may provide some media agency executives with an extra stressor this holiday season.
According to a new Association of National Advertisers (ANA) study, 85 percent of marketers surveyed this year conducted programmatic buying and planning, either in-house or with an external agency.
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