According to a new study by Infectious Media, a majority of advertisers would prefer to take greater control over their programmatic advertising.
It seems that 71% of advertisers believe that agencies have struggled to implement programmatic and are demanding a radical overhaul.
The survey among 200 marketers across the EMEA, APAC and North America revealed a dramatic loss in confidence in the agency model among many respondents.
A whopping 74% of respondents said that agencies weren’t fully reporting financial details and 73% also felt that they did not accurately measure programmatic whilst more than half believe that agencies aren’t doing enough to combat ad fraud.
In addition, 66% of advertisers said that they had not enough control over their relationship with publishers and that there were too many middlemen involved. Fifty-three percent believe that this is the result of agencies being not trustworthy.
Martin Kelly, CEO and co-founder at Infectious Media, explained:
“The extent to which brands want greater control and believe agencies have struggled to adapt to programmatic should be a wake-up call for our industry. Advertisers could – and should – begin demanding a better deal, which means revisiting contracts and inserting audit clauses, or switching to partners that grant full data access. For agencies, there’s an urgent need to proactively address advertisers’ concerns by offering full transparency and working with partners that can effectively guard against the full spectrum of ad fraud.”
Although a majority of marketers believe that agencies are still valuable and should manage various aspects of the programmatic ad chain, 84% call for greater control over their programmatic ads.
Indeed, 86% would like to manage some aspects of their programmatic ads in-house in the future, and the larger the advertiser, the greater the desire to take it in-house.
Among the core issues for advertisers are a lack of transparency (68%) and control (65%), and many believe that their in-house staff are more qualified (71%).
“Even with all the criticism being leveled at agencies around transparency and fraud, our research shows advertisers still see them playing a valuable role. However, agencies will need to adopt a more flexible, hybrid approach that caters for advertisers’ specific requirements as well as their desire for greater control over their digital advertising. This will be crucial if agencies are to build a more effective and sustainable working relationship with brands in the future,” Kelly adds.