At the time, I thought, “there goes another one.” A major brand trying to become more nimble, gain control of the ad buying process and save money — during a time when confusion and frustration is mounting in digital advertising.
I was encouraged by Sprint’s move, but not surprised.
Personally, I don’t know any advertiser that doesn’t crave quicker response times and more control over performance data and how their ad budget is spent.
Advertisers I talk to are increasingly cutting agencies back as a result, or even forgoing them altogether.
According to a survey by the World Federation of Advertisers last spring, 41 percent of marketers plan to take greater control of their programmatic ad spending this year.
The progression of in-house media