In just a matter of a few years, the entire nature of the media-buying business has changed, according to a new Association of National Advertisers’ (ANA) “Media Agency Compensation Practices” report.

“The use of programmatic media is now nearly universal,” the trade organization found, with 91% of marketing executives responding to an ANA survey reporting that they now have embraced some form of “automation of media buying and selling processes and decisions, enhanced through data.”

According to the report, “The 91% figure might seem high, but it is important to remember that as the digital landscape has changed over the years, so has the demand for efficiency in rates and cost per customer acquisitions.