Agency/Marketer Trust in the Programmatic Era: Has Progress Been Made?

Is the cold winter of distrust between agencies and marketers beginning to thaw? The first decade of programmatic was not pretty. In addition to all the confusion, ad fraud, brand safety, viewability, and hidden tech fee concerns, a tremendous amount of trust was lost between advertisers and agencies. In October 2018, the ANA published an oft-quoted report that indicated a new wave of clients is bringing media — in particular programmatic — in-house, with 78 percent of their membership claiming to have an in-house agency.