It is already axiomatic that agencies are under tremendous pressure to evolve. Brands are taking much of marketing and advertising in-house, demanding more stringent accountability. Boutique digital shops are giving big powerhouses a run for their money. Programmatic is continuously accounting for more of display advertising. An eMarketer report projects U.S. programmatic ad spend crossing the $46 billion mark with 86.2 percent of all digital display ads being purchased through automated channels by 2020.
