A survey from The World Federation of Advertisers, or WFA, has found that advertisers are looking for more control in programmatic. After questioning 59 member companies of the WFA, it was found that programmatic now represents 16% of all advertising spend, compared to only 10% three years ago. It was also found that nearly half of businesses questioned were not represented by Agency Trading Desks, but by Independent Trading Desks, an increase of 12% in the same period. WFA called the increase “striking”. It said that advertisers were looking for better transparency from their agencies, with 90% of them currently reviewing contracts, whilst 60% of advertisers were uncomfortable that agencies acted as the principle in the media buy.Â
