State of the industry
5 July 2016
As brands increasingly bring programmatic functions in-house, is there still a place for the trading desk model? Digiday set out to dig deeper into the relationship between agencies and trading desks with the help of 200 media professionals, including our very own Oscar Garza, Global Director of Programmatic.
In Digiday's latest report - "The State of the Industry: The Future of the Agency Trading Desk" - Oscar emphasizes the importance of understanding programmatic and "how to describe or sell programmatic". Although more and more ad spend is moved to trading programmatically, "32 percent of respondents say that they are either not too fluent or not at all fluent in the programmatic skills necessary to deal with this shift." It's because of "this lack of deep understanding that agencies still partner with trading desks."
Read more about the future of trading desks here.