In an increasing effort to gain oversight of their supply chains, brands are actively seeking to establish direct agreements with their AdTech partners. This is a responsibility that is traditionally overseen by their agencies.
A recent survey by the Association of National Advertisers shared similar findings. They found that over 70% of brand marketers intend to possess direct contracts with ad-verification providers and demand-side platforms within the next year.
MediaSense’s Ryan Kangisser contributed to AdWeek’s recent article on the rise of brands owning their AdTech contracts, stating that there has been “an increase of approximately 20% in clients owning AdTech contracts in the past two to three years”.
Read the full article via AdWeek.