A survey conducted by the ANA and Forrester in February has put some dimensions to the widely discussed trend for marketers to consider when expanding their own in-house digital capabilities. In the study, 31% of the 128 advertisers surveyed say they have added internal capabilities to manage programmatic ad buying. According to the ANA’s analysis, reasons given for this shift include concerns about fraud -- particularly bot traffic, the lack of perceived transparency in programmatic buys, viewability and the direct purchasing of inventory from media owners. And in a separate study, released in March by Technology Business Research, a survey of 240 ad technology users in North America and Western Europe estimates that only 40% of digital ad budgets are going toward what they term “working media,” with 31% of budgets paying for technology to process the buys and the balance of 29% going to pay for agency services.
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