Intel’s quest to take programmatic in-house
The trend of taking programmatic trading in-house is gaining momentum, with the World Federation of Advertisers (WFA) finding 21% of major advertisers are opting to handle it themselves rather than calling on an agency trading desk.
Among that 21% is technology multinational Intel. As Julie Keshmiry, Global Media Director at Intel Corporation told the Programmatic Summit in Sydney, the driving force behind this shift is the desire for brands to own and access their data.
"A little more than a year ago, all of our solutions for programmatic were handled by our...