Momentum Grows Around Brands Owning Ad-Tech Contracts Amid Supply Chain Murkiness

There is value in brands, rather than their agencies, making direct contracts with ad-tech firms

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Increasingly, brands are working to forge direct contracts with their ad-tech partners—a relationship traditionally managed by their agency.

While brands in-housing programmatic capabilities has been going on for years, owning the direct contract is an increasingly in vogue tactic to gain oversight of the programmatic supply chain and more control of campaign data. But it’s easier said than done.

Momentum is growing around direct contracts. A recent Association of National Advertisers survey found that more than 70% of brand marketers plan to own direct contracts with demand-side platforms and ad verification providers, respectively, over the next year, if they do not already have such arrangements.



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